Titlebook: Building Models for Marketing Decisions; Peter S. H. Leeflang,Dick R. Wittink,Philippe A. N Book 2000 Springer Science+Business Media Dord

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Estimation and testingss-sectional data. Estimation methods for pooled time-series and cross-sectional data are discussed in Section 16.2. In Section 16.3 we introduce estimation methods that are suitable when one or more assumptions required for the simplest methods are violated.

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Organizing dataication stage, variables are categorized (e.g. criterion versus predictor) and operationalized. Also, plausible functional forms have to be considered. Sometimes data are available or can be obtained without much effort. In other cases it may be necessary to develop specific instruments for the measurement of variables.

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Peter S. H. Leeflang,Dick R. Wittink,Philippe A. N

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