Zanutto, Elaine; Bradlow, Eric - In: Quantitative Marketing and Economics 4 (2006) 3, pp. 267-287
Common, if not ubiquitous, Marketing practice when estimating models for scanner panel data is to: (a) observe the data, (b) prune the data to a “manageable” number of brands or SKUs, and (c) fit models to the remaining data. We demonstrate that such pruning practice can lead to...