Affiliation:
1. Eugene McDermott University of Texas System Professor of Management, University of Texas at Dallas.
2. University of Texas at Austin, and the Jon Newton Centennial Professor at IC2 Institute.
Abstract
The data interval bias issue in econometric studies of the relationship between advertising and sales first was discussed in JMR by Clarke in 1976. Within the last few years, several studies reported in the marketing literature have investigated the modeling of sales-advertising relationships with temporally aggregated data. Weiss, Weinberg, and Windal developed an aggregate form of the brand loyal model for data aggregated over time and compared their estimates of micro-level parameters with those derived from an alternative approximation developed by Bass and Leone. The authors use simulated data and empirical data to compare the performance of the two approximation approaches.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
12 articles.
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