A Latent Look at Empirical Generalizations

Donald G. Morrison and Jorge Silva-Risso
Additional contact information
Donald G. Morrison: University of California, Los Angeles
Jorge Silva-Risso: University of California, Los Angeles

Marketing Science, 1995, vol. 14, issue 3_supplement, G61-G70

Abstract: All empirical data and the resulting parameters are subject to error. In this paper we explicitly use the standard, but hardly profound, “model” $$\hbox{Observed Value} = \hbox{True Score} + \hbox{Error}$$ as a lens for better viewing empirical studies in search of empirical generalizations in marketing. This lens is especially valuable when the unit of analysis is the individual consumer. However, even when a macro study contrasts price elasticities across cities, this framework can be very helpful.

Keywords: unobservable constructs; summary statistics; appropriate comparisons; shrinkage estimators (search for similar items in EconPapers)
Date: 1995
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://dx.doi.org/10.1287/mksc.14.3.G61 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:14:y:1995:i:3_supplement:p:g61-g70

Access Statistics for this article

More articles in Marketing Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().