کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1029238 | 942612 | 2012 | 14 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Beyond mean estimates of price and promotional effects in scanner-panel sales–response regression
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
![عکس صفحه اول مقاله: Beyond mean estimates of price and promotional effects in scanner-panel sales–response regression Beyond mean estimates of price and promotional effects in scanner-panel sales–response regression](/preview/png/1029238.png)
چکیده انگلیسی
Traditional mean estimates of conditional sales given price and promotion variables may provide misleading guidance about the underlying market mechanisms, since high, low, and medium sales, respectively, may be generated by quite different price and promotion strategies. Empirical evidence for consumer good scanner data reveals nonlinearities and heteroskedasticity in the sales–response relationship—mean effects typically average and hence may obscure a potentially rich nature of observational data. Besides addressing the heterogeneity of price and promotional effects, the proposed quantile regression framework allows direct estimation of monotonicity restricted nonlinear pricing effects for quantiles of the sales distribution.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 19, Issue 5, September 2012, Pages 470–483
Journal: Journal of Retailing and Consumer Services - Volume 19, Issue 5, September 2012, Pages 470–483
نویسندگان
Harry Haupt, Kathrin Kagerer,