Comment on Structural Modeling in Marketing: Review and Assessment

Hartmann, Wesley R.
November 2006
Marketing Science;Nov/Dec2006, Vol. 25 Issue 6, p620
Academic Journal
The author offers commentary on an article about structural modeling in marketing published in this issue of "Marketing Science." Topics assessed include the strengths and weaknesses of structural modeling, validation of structural models, and incorporating multiple data sources in marketing decision-making. Focusing on structural models and testing and using structure to resolve endogeneity, the author hopes that further discussion of this topic will encourage research on endogeneity and that researchers will continue to use structural models in estimation.


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