Publisher: Erasmus University Rotterdam | 2003 | ISBN: 9058920496 | PDF | 203 pages | 10.1 MB
The
present availability of large databases in marketing, concerning for
example store level sales or individual purchases, has led to an
increased demand for appropriate econometric models to deal with these
data. The typical database contains information on revealed
preferences, measured by for example sales, market shares or brand
choices. Sometimes stated preferences such as opinions, attitudes and
purchase intentions are also available to the researcher through
surveys. In general, data are available at two different levels of
aggregation. The data either concern marketing measures at the
aggregate level, that is, the total sales of a specific product in a
single store, or they concern a panel of households. In these panels
all purchases of a large number of households are tracked over a period
of time. Additionally, data concerning the marketing efforts of all
brands in a store are available as well. One usually has information on
the actual prices of all products in all stores at each day and
information on promotional activities, such as features and displays.
One of the main goals of the application of econometric models in
marketing is to gain insight into the effects of marketing instruments
on the various marketing measures.
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