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...

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...

In this chapter, we trace the history of how endogeneity came to be recognized as an important issue in marketing analysis and the widespread adoption of methods to address endogeneity. To quantify the rise of econometric methods for addressing endogeneity in marketing, we begin with a...