haku: @indexterm MARKETING MIX / yhteensä: 205
viite: 5 / 205
| Tekijä: | Andrews, R.L. (et al.) |
| Otsikko: | Estimating the SCAN*PRO model of store sales, HB, FM, or just OLS? |
| Lehti: | International Journal of Research in Marketing
2008 : MAR, VOL. 25:1 |
| Asiasana: | marketing mix retailing |
| Vapaa asiasana: | hierarchical Bayes (HB) finite mixture (FM) ordinary least squares (OLS) |
| Kieli: | eng |
| Tiivistelmä: | In this article the authors examine if the consideration of store-level heterogeneity in marketing mix impacts enhances the accuracy of the marketing mix elasticities, fit and forecasting accuracy of the broadly applied SCAN*PRO model of store sales. The authors empirically compare the SCAN*PRO model in two contexts: Dutch store-level scanner data for the shampoo product category, and through an extensive simulation experiment. The simulation experiment examines how between- and within-segment variance in marketing mix effects, error variance, the number of stores and the number of weeks data affect the accuracy of marketing mix elasticities, forecasting accuracy and model fit. In the findings the authors suggest that store-level heterogeneity does not enhance the accuracy of marketing mix elasticities relative to the homogeneous SCAN*PRO model. Enhancements in model fit and forecasting accuracy are also found to be fairly modest. |
SCIMA