Increasing Precision of Marketing Experiments by Matching Sales Areas-Reference-Cited by-同舟云学术

Increasing Precision of Marketing Experiments by Matching Sales Areas

Published:1978-08 Issue:3 Volume:15 Page:449-455
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Lodish Leonard¹,Pekelman Dov²

Affiliation:

1. Wharton School University of Pennsylvania.

2. Wharton School and the Reconati School of Business Administration, Tel Aviv University.

Abstract

The authors investigate methods of evaluating marketing experiments in which the experimental territories have been determined a priori. Various matching and prediction schemes are offered to predict what sales in an experimental unit would have been if no experiment had been run. These schemes are developed for predictions of both single territory sales and total sales of groups of territories. A testing method for alternative schemes is described and applied to data for one specific firm.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224377801500315

Reference5 articles.

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3. WinklerRobert L. “Introduction to Bayesian Inference and Decisions.” New York: Holt, Rinehart & Winston, 1972, 363–4.

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