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- Title
A Comparison of Market Share Models and Estimation Procedures.
- Authors
Ghosh, Avijit; Neslin, Scott; Shoemaker, Robert
- Abstract
The authors compare market share models differing in terms of functional form, estimation procedure, and level of parameterization. They evaluate the models by testing the accuracy of predicted shares as well as the validity of the estimated parameters. The tests indicate that valid parameter estimates and similar forecasts are obtained with linear, multiplicative, and attraction models. Better share forecasts generally are obtained from models with brand-specific parameterization and OLS estimation. Most of these conclusions are contrary to previous findings. Several implications for researchers are discussed.
- Subjects
MARKET share; MARKETING models; MARKETING research; MATHEMATICAL models; MARKETING management; MARKET potential; PUBLIC opinion polls; SALES promotion; BREAKFAST cereals; CONSUMER preferences research
- Publication
Journal of Marketing Research (JMR), 1984, Vol 21, Issue 2, p202
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3151702