Ebbes, Peter; Papies, Dominik; Heerde, Harald J. van - In: Marketing Science 30 (2011) 6, pp. 1115-1122
Market response models based on field-generated data need 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. With both requirements combined, it may seem reasonable to...
