Removing the Boundary Between Structural and Reduced-Form Models

Liang Guo
November 2006
Marketing Science;Nov/Dec2006, Vol. 25 Issue 6, p629
Academic Journal
The author offers commentary on an article about structural modeling in marketing published in this issue of "Marketing Science." Topics discussed include the use of the structural or reduced-form continuum in marketing, analyzing data correctly and efficiently, and applying research findings to the continuum. The author suggests that using both structural and reduced-form models, instead of focusing on one or the other, will assist in solving important research questions. While structural models provide important information, ones with less structure tend to be easier to disseminate.


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