Steenburgh, Thomas J.; Ainslie, Andrew; Engebretson, … - In: Marketing Science 22 (2003) 1, pp. 40-57
We introduce the idea of a massively categorical variable, a variable such as zip code that takes on too many values to treat in the standard manner. We show how to use a massively categorical variable directly as an explanatory variable. As an application of this concept, we explore several of...