haku: @author Hagerty, M. R. / yhteensä: 5
viite: 1 / 5
« edellinen | seuraava »
| Tekijä: | Hagerty, M. R. Carman, J. M. Russell, G. J. |
| Otsikko: | Estimating elasticities with PIMS data : methodological issues and substantive implications. |
| Lehti: | Journal of Marketing Research
1988 : FEB, VOL. 25:1, p. 1-9 |
| Asiasana: | MARKETING MIX |
| Kieli: | eng |
| Tiivistelmä: | Studies based on PIMS data are reviewed. A cross-sectional time series approach is described to estimate marketing mix elasticities. The key question is whether these elasticities are of sufficient quality to be useful to both decision makers and researchers interested in the relationships between elasticities and market structure. The basic model that underlies the method is described. Measurement issues are discussed. The method is applied to the PIMS database and the quality of the resulting estimates is evaluated. Predictable relationships are found between elasticities and market characteristics. |
« edellinen | seuraava »
SCIMA