Handbook of Marketing Analytics
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Handbook of Marketing Analytics

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Edited by Natalie Mizik and Dominique M. Hanssens

Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
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Chapter 5: Panel data methods in marketing research

Natalie Mizik and Eugene Pavlov

Abstract

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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