Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
We review panel data models popular in marketing applications and highlight some issues, potential solutions, and trade-offs that arise in their estimation. Panel data studies controlling for unobservables often show dramatically different estimates than cross-sectional studies. We focus on models with unobservable individual-specific effects and address some misconceptions appearing in marketing applications.
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