Temporal Aggregation, the Data Interval Bias, and Empirical Estimation of Bimonthly Relations from Annual Data

Frank M. Bass and Robert P. Leone
Additional contact information
Frank M. Bass: University of Texas, Dallas
Robert P. Leone: University of Texas, Austin

Management Science, 1983, vol. 29, issue 1, 1-11

Abstract: In an important study reviewing the literature on econometric studies of the relationship between advertising and sales Clarke (Clarke, Darral G. 1976. Econometric measurement of the duration of advertising effects on sales. J. Marketing Res. 13 (November) 345--357.) concluded that the implied duration interval of the effects of advertising on sales were too long when the studies used annual data. A theoretical explanation is provided here for the observation of parameter estimates which vary with the data interval employed in the analysis. Parameter estimates are developed on the basis of data aggregated at various levels of temporal aggregation and compared with theoretical values. It is demonstrated that it is possible to recover bimonthly parameters when only annual data are available.

Keywords: marketing: advertising/promotion; statistics: regression; statistics: time series (search for similar items in EconPapers)
Date: 1983
References: Add references at CitEc
Citations: View citations in EconPapers (20)

Downloads: (external link)
http://dx.doi.org/10.1287/mnsc.29.1.1 (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:ormnsc:v:29:y:1983:i:1:p:1-11

Access Statistics for this article

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