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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
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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 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...
Persistent link: https://www.econbiz.de/10010990391
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The Sense and Non-Sense of Holdout Sample Validation in the Presence of Endogeneity
Ebbes, Peter; Papies, Dominik; van Heerde, Harald J. - In: Marketing science : the marketing journal of the … 30 (2011) 6, pp. 1115-1123
Persistent link: https://www.econbiz.de/10009809776
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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
Persistent link: https://www.econbiz.de/10003981431
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Fusing aggregate and disaggregate data with an application to multiplatform media consumption
Feit, Elea McDonnell; Wang, Pengyuan; Bradlow, Eric T.; … - In: Journal of marketing research : JMR 50 (2013) 3, pp. 348-364
Persistent link: https://www.econbiz.de/10009755700
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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
Persistent link: https://www.econbiz.de/10012417689
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Can negative buzz increase awareness and purchase intent?
Han, Jung Ah; Feit, Elea McDonnell; Srinivasan, Shuba - In: Marketing letters : a journal of research in marketing 31 (2020) 1, pp. 89-104
Persistent link: https://www.econbiz.de/10012229461
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Test & roll : profit-maximizing A/B tests
Feit, Elea McDonnell; Berman, Ron - In: Marketing science : the marketing journal of the … 38 (2019) 6, pp. 1038-1058
Persistent link: https://www.econbiz.de/10012147198
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Measuring multichannel advertising response
Zantedeschi, Daniel; Feit, Elea McDonnell; Bradlow, Eric T. - In: Management science : journal of the Institute for … 63 (2017) 8, pp. 2706-2728
Persistent link: https://www.econbiz.de/10011741415
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Brand attitudes and search engine queries
Dotson, Jeffrey P.; Fan, Ruixue Rachel; Feit, Elea McDonnell - In: Journal of interactive marketing : a quarterly … 37 (2017), pp. 105-116
Persistent link: https://www.econbiz.de/10011658366