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ON CONSUMER‐ VERSUS FIRM‐LEVEL ANALYSIS OF ADVERTISING EFFECTIVENESS: IMPLICATIONS FOR MODEL BUILDING *
Author(s) -
Winer Russell S.
Publication year - 1979
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1979.tb00046.x
Subject(s) - computer science , econometrics , economics
Issues relating to the construction of marketing models are discussed. These include determining the level of aggregation of model construction, specifying the structure of the model, and the aggregation level of data to be employed in estimating model parameters. These issues are addressed through specifying and estimating both consumer‐level and firm‐level models and comparing the results. An important conclusion is that inferences about consumer behavior should not be drawn from firm‐level models since aggregation bias may exist.