TY - JOUR
AU - Shoemaker, Robert
AB - The authors compare market share models differing in terms of functional form, estimation procedure, and level of parameterization. They evaluate the models by testing the accuracy of predicted shares as well as the validity of the estimated parameters. The tests indicate that valid parameter estimates and similar forecasts are obtained with linear, multiplicative, and attraction models. Better share forecasts generally are obtained from models with brand-specific parameterization and OLS estimation. Most of these conclusions are contrary to previous findings. Several implications for researchers are discussed.
TI - A Comparison of Market Share Models and Estimation Procedures
JF - Journal of Marketing Research
DO - 10.1177/002224378402100208
DA - 1984-05-01
UR - https://www.deepdyve.com/lp/sage/a-comparison-of-market-share-models-and-estimation-procedures-KCLaqAI4tC
SP - 202
EP - 210
VL - 21
IS - 2
DP - DeepDyve
ER -