Andrews, Rick L.; Currim, Imran S.; Leeflang, Peter S. H. - In: Journal of Business & Economic Statistics 29 (2011) 2, pp. 319-326
In order to generate sales promotion response predictions, marketing analysts estimate demand models using either disaggregated (consumer-level) or aggregated (store-level) scanner data. Comparison of predictions from these demand models is complicated by the fact that models may accommodate...