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- W2478133057 abstract "Marketing researchers may be confronted with biases when estimating response coefficients of multiplicative promotion models based on linearly aggregated data. This paper demonstrates how to recover the parameters obtained with data which are aggregated in a compatible way with such models. It provides evidence that the geometric means of sales and of prices across stores can be predicted with accuracy from their arithmetic means and standard deviations. Employing these predictions in a market-level model results in parameter estimates which are consistent with those obtained with the actual geometric means and fairly close to coefficients derived at the individual store level." @default.
- W2478133057 created "2016-08-23" @default.
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- W2478133057 date "2004-05-19" @default.
- W2478133057 modified "2023-09-24" @default.
- W2478133057 title "Estimating market-level multiplicative models of promotion effects with linearly aggregated data: A parametric approach" @default.
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- W2478133057 doi "https://doi.org/10.1016/s0731-9053(02)16008-7" @default.
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