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| Author: | Bemmaor, A. |
| Title: | Estimating the impact of displays and other merchandising support on retail brand sales: partial pooling with examples |
| Journal: | Marketing Letters
1999 : FEB, VOL. 10:1, p. 87-100 |
| Index terms: | BRANDS MARKETING SALES |
| Language: | eng |
| Abstract: | With the advent of scanning data, methodological issues have arisen, in particular as they relate to the reliability of parameter estimates in regression models. This study deals with the reliability of the coefficients of promotion-type dummy variables (e.g. display, leaflet, bonus pack, ..). Due to a lack of passthrough of trade deals to the end consumer, those coefficients can be typically unidentified of unstable when estimated at the store level and even at the chain level. |
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