Browsing by Subject "exogeneity"

Now showing items 1-1 of 1

The sense and non-sense of holdout sample validation in the presence of endogeneity

Ebbes, Peter; Papies, Dominik; van Heerde, Harald J. (2011)

Market response models based on field-generated data need to address potential endogeneity in the regressors to obtain consistent parameter estimates. Another requirement is that market response models predict well in a ...