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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3152183
Page Count: 6
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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.
Journal of Marketing Research © 1995 American Marketing Association