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The sense and non-sense of holdout sample validation in the presence of endogeneity

Ebbes, Peter; Papies, Dominik; Heerde, Harald J. van - In: Marketing science : the marketing journal of the … 30 (2011) 6, pp. 1115-1122

Persistent link: https://www.econbiz.de/10009427793

The Sense and Non-Sense of Holdout Sample Validation in the Presence of Endogeneity

Ebbes, Peter - 2013

Market response models that use field-generated data are required to address potential endogeneity in the regressors to obtain consistent parameter estimates. Another requirement is that market response models predict well in a holdout sample. Combining both requirements, it may seem reasonable...

Persistent link: https://www.econbiz.de/10013094559

Reality check : combining choice experiments with market data to estimate the importance of product attributes

Feit, Elea McDonnell; Beltramo, Mark A.; Feinberg, Fred M. - In: Management science : journal of the Institute for … 56 (2010) 5, pp. 785-800

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Fusing aggregate and disaggregate data with an application to multiplatform media consumption

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Choices in networks : a research framework

Feinberg, Fred M.; Bruch, Elizabeth; Braun, Michael; … - In: Marketing letters : a journal of research in marketing 31 (2020) 4, pp. 349-359

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Can negative buzz increase awareness and purchase intent?

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Test & roll : profit-maximizing A/B tests

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Measuring multichannel advertising response

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Brand attitudes and search engine queries

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Context information can increase revenue in online display advertising auctions : evidence from a policy change

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