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Equity Estimation and Assessing Market Response: A Rejoinder

Arvind Rangaswamy and Lakshman Krishnamurthi
Journal of Marketing Research
Vol. 32, No. 4 (Nov., 1995), pp. 480-485
DOI: 10.2307/3152183
Stable URL: http://www.jstor.org/stable/3152183
Page Count: 6
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Equity Estimation and Assessing Market Response: A Rejoinder
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Abstract

The authors use a simulation that explores the same factors used by Wildt (1993), but provides results that refute several of the findings reported in that study. The authors maintain that, under conditions of multicollinearity, the Equity estimator provides estimates that are typically closer to the true parameters than the ordinary least squares and Ridge estimates.

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