We compare three methods of estimating the duration, or half-life, of how well each method works with the data aggregated over different time intervals. In contrast with the existing theory on the, so called, data interval bias, our experiments are based upon realistic advertising schedules. Our results appear to indicate that the indirect "t-ratio" estimating procedure favoured by practitioners works well in the presence of such temporal aggregation. Additionally, we suggest a transformation that can be used in combination with the indirect "t-ratio" estimating procedure to obtain estimates of the underlying microperiod half- life from a variety of common (macro) data frequencies.
Download Info
To download:
If you experience problems downloading a file, check if you have the
proper application to
view it first. Information about this may be contained
in the File-Format links below. In case of further problems read
the IDEAS help
page. Note that these files are not on the IDEAS
site. Please be patient as the files may be large.
Length: 29 pages Date of creation: Mar 1999 Date of revision: Publication status: Published in Journal of Targeting, Measurement & Analysis in Marketing (2000), 8, 314-334. Handle: RePEc:msh:ebswps:1999-6
Find related papers by JEL classification: M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising C13 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: General - - - Estimation C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation
This paper has been announced in the following NEP Reports:
Did you know? Citation analysis on IDEAS includes online papers that are freely accessible and whose text could be automatically analyzed, currently about 210000 papers.