Wharton Research Scholars

Document Type

Working Paper

Date of this Version



Consider a major online travel site that presents users with a wide selection of search results when a user enters a query into their system. From October 1st through October 15th 2009, the behavior of all users searching for hotels in four major destinations were collected and compiled. This information included details including the links users were presented, the order in which they were shown, the number of links users were shown, and most importantly, which links users actually clicked. Given this data, management would like to know more about their users to determine how best to display the search results.


online, data management



Date Posted: 16 November 2011