Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
Chapter 17: Panel data models for evaluating the effectiveness of direct-to-physician pharmaceutical marketing activities
We illustrate the application of dynamic panel data methods using the direct-to-physician (DTP) pharmaceutical promotions data described in an article by Mizik and Jacobson (2004). Specifically, we focus on using panel data methods to determine appropriate model specification and to demonstrate how dramatically the estimates of the DTP effectiveness change across various common model (mis)-specifications.
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