Haupt, Harry and Kagerer, Kathrin (2012) Beyond mean estimates of price and promotional effects in scanner-panel sales–response regression. Journal of Retailing and Consumer Services 19 (5), pp. 470-483.
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Traditional mean estimates of conditional sales given price and promotion variables may provide misleading guidance about the underlying market mechanisms, since high, low, and medium sales, respectively, may be generated by quite different price and promotion strategies. Empirical evidence for consumer good scanner data reveals nonlinearities and heteroskedasticity in the sales–response relationship — mean effects typically average and hence may obscure a potentially rich nature of observational data. Besides addressing the heterogeneity of price and promotional effects, the proposed quantile regression framework allows direct estimation of monotonicity restricted nonlinear pricing effects for quantiles of the sales distribution.
|Institutions:||Business, Economics and Information Systems > Institut für Volkswirtschaftslehre und Ökonometrie > Lehrstuhl für Ökonometrie (Prof. Dr. Rolf Tschernig)|
|Research groups and research centres:||Not selected|
|Keywords:||Sales–response, Elasticity, Quantile regression, Semiparametric|
|Subjects:||300 Social sciences > 330 Economics|
|Refereed:||Yes, this version has been refereed|
|Created at the University of Regensburg:||Partially|
|Deposited On:||07 Aug 2012 06:10|
|Last Modified:||07 Aug 2012 06:10|