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The science and art of promotion evaluation

George Davis

Agribusiness, 1999, vol. 15, issue 4, 465-483

Abstract: Over the past two decades commodity checkoff programs have proliferated. In 1996 legislation was passed that requires these programs to be evaluated at least once every 5 years. Because of this legislation there are now potential legal and monetary implications associated with these evaluations. Consequently, for all parties concerned two questions naturally arise: what is the scientific status of promotion evaluations? How can promotion evaluations be improved?This article attempts to answer these questions by exploring the scientific and artistic aspects of the central activity involved in all promotion evaluations: modeling. Attention centers on the scientific assumption choice set that is available to modelers, the tradeoffs involved in making certain assumption choices, and how assumption choices may be improved in general. These ideas are discussed in the context of a sample of promotion evaluation studies. [Econ-Lit citations: B4, D6, Q13] © 1999 John Wiley & Sons, Inc.

Date: 1999
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DOI: 10.1002/(SICI)1520-6297(199923)15:4<465::AID-AGR4>3.0.CO;2-D

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