| Estimating Promotional Effects with Retailer-Level Scanner Data Contributor(s): Federal Trade Commission (Author) |
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ISBN: 1502735245 ISBN-13: 9781502735249 Publisher: Createspace Independent Publishing Platform OUR PRICE: $12.30 Product Type: Paperback Published: October 2014 |
| Additional Information |
| BISAC Categories: - Technology & Engineering |
| Physical Information: 0.07" H x 8.5" W x 11" (0.24 lbs) 36 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Estimating cross-brand promotional effects with aggregate data requires knowledge of the joint distribution of each brand's promotions. While such information is available in store-level scanner data, it is not included in more aggregated scanner datasets. This book presents a technique for overcoming this difficulty and develops a retailer-level model that incorporates both own- and cross-brand promotions. Promotional activity is integrated into the specification in a manner consistent with the way store-level models control for promotions, thereby avoiding the problem of aggregation bias. The proposed methodology extends the usefulness of retailer-level scanner data by allowing it to answer important questions regarding how the promotions of competing products interact. |