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| Author: | Andrews, R.L. Currim, I.S. |
| Title: | An experimental investigation of scanner data preparation strategies for consumer choice models |
| Journal: | International Journal of Research in Marketing
2005 : SEP, VOL. 22:3, p. 319-331 |
| Index terms: | marketing consumer choice prices promotion models |
| Language: | eng |
| Abstract: | Marketing scientists in academia and industry have employed consumer choice models calibrated using supermarket scanner data to assess the impact of price and promotion on consumer choice. This study conducts an extensive simulation experiment to investigate the effects of data pruning and entity aggregation strategies on estimated price and promotion sensitivities. Characteristics of the data possibly moderating the effects of data preparation strategies (here as: d-pr-strs.) are also manipulated. It is shown that d-pr-strs. can result in significant bias in estimated parameters. Based on the results, recommendations are made on how the model builder can prepare scanner panel data to avoid significant biases in estimated price and promotion responses. |
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