search query: @author Gautschi, D. / total: 2
reference: 1 / 2
« previous | next »
| Author: | Aykac, A. Corstjens, M. Gautschi, D. |
| Title: | Estimation uncertainty and optimal advertising decisions. |
| Journal: | Management Science
1989 : JAN, VOL. 35:1, p. 42-50 |
| Index terms: | ESTIMATION SAMPLING ADVERTISING |
| Language: | eng |
| Abstract: | A normative model built on an empirically relevant foundation is developed. Decision makers, among them advertisers, rely on estimated relationships in reaching resource allocation decisions, and the normative implications of this process are investigated. Explored are the effects of uncertainty stemming from the use of sample estimates of population parameters. Ignoring this estimation-related uncertainty leads to suboptimal decisions. |
« previous | next »
SCIMA