TITLE

A LATENT LOOK AT EMPIRICAL GENERALIZATIONS

AUTHOR(S)
Morrison, Donald G.; Silva-risso, Jorge
PUB. DATE
June 1995
SOURCE
Marketing Science;1995 Part 2 of 2, Vol. 14 Issue 3, pG61
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
If marketing science is to advance, then some generalizations on the effects of marketing mix variables across brands, product categories, and geographical regions are vital. Useful generalizations can only come from empirical studies. Whenever researchers are looking for empirical generalizations in marketing, they should explicitly consider their data as coming from the model "Observed Value = True Score + Error." The empirical generalization in question should then be based on the latent true scores. This necessary condition is especially important when the unit of analysis is the individual consumer. Error estimates based on asymptotic properties come from a likelihood function that assumes an explicit functional form, which is obviously not exactly correct. Therefore, it would not be surprising that error estimates are biased downwards due to model misspecification. Furthermore, while comparing geographical areas it is very likely that researchers are omitting key variables that differ over those areas. The substantial difference in couponing activity across cities is one such example. Researchers have no way of quantifying these distortions, but it is their opinion that a literal reading of the Wittink et al. results will vastly overstate the true variability of price elasticities across the ten cities.
ACCESSION #
4477198

 

Related Articles

  • EMPIRICAL GENERALISATIONS, THEORY, AND METHOD. Ehrenberg, A. S. C. // Marketing Science;1995 Part 2 of 2, Vol. 14 Issue 3, pG20 

    The first empirical generalisation arose in an exploratory study of attitudinal repeat rates when reinterviewing the same informants. The second is a more focused hypothesis test of price elasticities. Both can be judged as mere empirical regularities, there being little or no underlying theory...

  • Conjoint analysis is effective. Roy, Robert A.; Zicha, Michael A. // Marketing News;8/28/1987, Vol. 21 Issue 18, p25 

    The article focuses on the effectivity of conjoint analysis in measuring price elasticity for marketing research. The authors claim that a principal objective of conjoint analysis is to derive the price/volume curve for a particular brand. Once the curve has been derived, marketers will be able...

  • The effect of brand characteristics and retailer policies... Karande, Kiran W.; Kumar, V. // Journal of Retailing;Fall95, Vol. 71 Issue 3, p249 

    The variation in the impact of a brand's retail price promotion on its own sales (promotional price elasticity) and the sales of its competitors (promotional cross-price elasticities) during the period of the price promotion is studied. Brand characteristics and retailer policies significantly...

  • Using Multimarket Data to Predict Brand Performance in Markets for Which No or Poor Data Exist. Bronnenberg, Bart J.; Sismeiro, Catarina // Journal of Marketing Research (JMR);Feb2002, Vol. 39 Issue 1, p1 

    The authors show how multimarket data can be used to make predictions about brand performance in markets for which no or poor data exist. To obtain these predictions, the authors propose a model for market similarity that incorporates the structure of the U.S. retailing industry and the...

  • An Empirical Evaluation of Aggregation Approaches for Developing Market Segments. Elrod, Erry; Winer, Russell S. // Journal of Marketing;Fall1982, Vol. 46 Issue 4, p65 

    In this paper criteria for aggregating customers into market segments are empirically tested. Analyses of individual customer response to relative price of a brand show that the relative price maximizing brand profits from each customer performed substantially better in terms of overall brand...

  • COMPETITIVE MAPS: THE STRUCTURE UNDERLYING ASYMMETRIC CROSS ELASTICITIES. Cooper, Lee G. // Management Science;Jun88, Vol. 34 Issue 6, p707 

    A special case of three-mode factor analysis is used to portray the systematic structure underlying asymmetric cross elasticities for a broad class of market-share attraction models. Analysis of the variation over retail outlets and weeks reveals competitive patterns corresponding to sales for...

  • An Approach for Assessing Demographic and Price Influences on Brand Purchase Behavior. Jones, J. Morgan; Zufryden, Fred S. // Journal of Marketing;Winter82, Vol. 46 Issue 1, p36 

    A new brand choice model that has the capacity to include explanatory variables is described and its use illustrated in an application to a particular brand. In this application, pricing and certain consumer demographics provide an explanation of the purchase behavior for the brand studied. The...

  • Schutzengel stiftet Vertrauen.  // Die Bank;nov2012, Issue 11, p60 

    The article presents results from the study "Markenbarometer Assekuranz" (Brand Scoreboard Insurance) by the market research and consulting institute YouGov.

  • Clients have right to expect researchers to predict the future.  // Marketing (00253650);1/10/2002, p17 

    Comments on the right of client to ask the researcher for the future of market or brands in Great Britain.

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics