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Estimating Promotional Effects with Retailer-Level Scanner Data
Product Code:
9781502735249
ISBN13:
9781502735249
Condition:
New
$15.75
Estimating Promotional Effects with Retailer-Level Scanner Data
$15.75
Estimating cross-brand promotional effects with aggregate data requires knowledge of the joint distribution of each brand's promotions. While such information is available in store-level scanner data, it is not included in more aggregated scanner datasets. This book presents a technique for overcoming this difficulty and develops a retailer-level model that incorporates both own- and cross-brand promotions. Promotional activity is integrated into the specification in a manner consistent with the way store-level models control for promotions, thereby avoiding the problem of aggregation bias. The proposed methodology extends the usefulness of retailer-level scanner data by allowing it to answer important questions regarding how the promotions of competing products interact.
| Author: Federal Trade Commission |
| Publisher: Createspace Independent Publishing Platform |
| Publication Date: Oct 07, 2014 |
| Number of Pages: 36 pages |
| Binding: Paperback or Softback |
| ISBN-10: 1502735245 |
| ISBN-13: 9781502735249 |
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