Chintagunta, Pradeep K.; Kadiyali, Vrinda; Vilcassim, … - In: The Journal of Business 79 (2006) 6, pp. 2761-2788
In this article, we use four data sets to provide a benchmark study of the effects of accounting for endogeneity and simultaneity in estimating marketing-mix effects in a logit demand framework. We compare the results obtained from accounting for endogeneity only to those from accounting for...