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Beyond mean estimates of price and promotional effects in scanner-panel sales–response regression

Haupt, Harry ; Kagerer, Kathrin



Abstract

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 ...

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