IDEAS home Printed from https://ideas.repec.org/a/inm/ormksc/v25y2006i3p203-216.html
   My bibliography  Save this article

Editorial: Errors in the Variables, Unobserved Heterogeneity, and Other Ways of Hiding Statistical Error

Author

Listed:
  • Steven M. Shugan

    (University of Florida, Warrington College of Business, 201B Bryan Hall, P.O. Box 117155, Gainesville, Florida 32611)

Abstract

One research function is proposing new scientific theories; another is testing the falsifiable predictions of those theories. Eventually, sufficient observations reveal valid predictions. For the impatient, behold statistical methods, which attribute inconsistent predictions to either faulty data (e.g., measurement error) or faulty theories. Testing theories, however, differs from estimating unknown parameters in known relationships. When testing theories, it is sufficiently dangerous to cure inconsistencies by adding observed explanatory variables (i.e., beyond the theory), let alone unobserved explanatory variables. Adding ad hoc explanatory variables mimics experimental controls when experiments are impractical. Assuming unobservable variables is different, partly because realizations of unobserved variables are unavailable for validating estimates. When different statistical assumptions about error produce dramatically different conclusions, we should doubt the theory, the data, or both. Theory tests should be insensitive to assumptions about error, particularly adjustments for error from unobserved variables. These adjustments can fallaciously inflate support for wrong theories, partly by implicitly under-weighting observations inconsistent with the theory. Inconsistent estimates often convey an important message—the data are inconsistent with the theory! Although adjustments for unobserved variables and ex post information are extraordinarily useful when estimating known relationships, when testing theories, requiring researchers to make these adjustments is inappropriate.

Suggested Citation

  • Steven M. Shugan, 2006. "Editorial: Errors in the Variables, Unobserved Heterogeneity, and Other Ways of Hiding Statistical Error," Marketing Science, INFORMS, vol. 25(3), pages 203-216, 05-06.
  • Handle: RePEc:inm:ormksc:v:25:y:2006:i:3:p:203-216
    DOI: 10.1287/mksc.1060.0215
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mksc.1060.0215
    Download Restriction: no

    File URL: https://libkey.io/10.1287/mksc.1060.0215?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Dipak C. Jain & Naufel J. Vilcassim, 1991. "Investigating Household Purchase Timing Decisions: A Conditional Hazard Function Approach," Marketing Science, INFORMS, vol. 10(1), pages 1-23.
    2. Hausman, Jerry A & Wise, David A, 1978. "A Conditional Probit Model for Qualitative Choice: Discrete Decisions Recognizing Interdependence and Heterogeneous Preferences," Econometrica, Econometric Society, vol. 46(2), pages 403-426, March.
    3. van Nierop, J.E.M. & Paap, R. & Bronnenberg, B. & Franses, Ph.H.B.F. & Wedel, M., 2005. "Retrieving unobserved consideration sets from household panel data," Econometric Institute Research Papers EI 2005-49, Erasmus University Rotterdam, Erasmus School of Economics (ESE), Econometric Institute.
    4. Alan L. Montgomery & Eric T. Bradlow, 1999. "Why Analyst Overconfidence About the Functional Form of Demand Models Can Lead to Overpricing," Marketing Science, INFORMS, vol. 18(4), pages 569-583.
    5. Baohong Sun & Jinhong Xie & H. Henry Cao, 2004. "Product Strategy for Innovators in Markets with Network Effects," Marketing Science, INFORMS, vol. 23(2), pages 243-254, October.
    6. Keuzenkamp, Hugo A. & Barten, Anton P., 1995. "Rejection without falsification on the history of testing the homogeneity condition in the theory of consumer demand," Journal of Econometrics, Elsevier, vol. 67(1), pages 103-127, May.
    7. Pradeep K. Chintagunta, 1998. "Inertia and Variety Seeking in a Model of Brand-Purchase Timing," Marketing Science, INFORMS, vol. 17(3), pages 253-270.
    8. Steven M. Shugan, 2002. "In Search of Data: An Editorial," Marketing Science, INFORMS, vol. 21(4), pages 369-377.
    9. Kwangpil Chang & S. Siddarth & Charles B. Weinberg, 1999. "The Impact of Heterogeneity in Purchase Timing and Price Responsiveness on Estimates of Sticker Shock Effects," Marketing Science, INFORMS, vol. 18(2), pages 178-192.
    10. Peter N. Golder & Gerard J. Tellis, 2004. "Growing, Growing, Gone: Cascades, Diffusion, and Turning Points in the Product Life Cycle," Marketing Science, INFORMS, vol. 23(2), pages 207-218, December.
    11. Hausman, Jerry & McFadden, Daniel, 1984. "Specification Tests for the Multinomial Logit Model," Econometrica, Econometric Society, vol. 52(5), pages 1219-1240, September.
    12. J. Heckman & B. Singer, 1984. "The Identifiability of the Proportional Hazard Model," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 51(2), pages 231-241.
    13. Vijay Mahajan & Eitan Muller, 1986. "Advertising Pulsing Policies for Generating Awareness for New Products," Marketing Science, INFORMS, vol. 5(2), pages 89-106.
    14. Allenby, Greg M & Lenk, Peter J, 1995. "Reassessing Brand Loyalty, Price Sensitivity, and Merchandising Effects on Consumer Brand Choice," Journal of Business & Economic Statistics, American Statistical Association, vol. 13(3), pages 281-289, July.
    15. Peter T. L. Popkowski Leszczyc & Frank M. Bass, 1998. "Determining the effects of observed and unobserved heterogeneity on consumer brand choice," Applied Stochastic Models and Data Analysis, John Wiley & Sons, vol. 14(2), pages 95-115, June.
    16. Deborah A. Redman, 1994. "Karl Popper’s Theory of Science and Econometrics: The Rise and Decline of Social Engineering," Journal of Economic Issues, Taylor & Francis Journals, vol. 28(1), pages 67-99, March.
    17. Baker, Michael & Melino, Angelo, 2000. "Duration dependence and nonparametric heterogeneity: A Monte Carlo study," Journal of Econometrics, Elsevier, vol. 96(2), pages 357-393, June.
    18. Arturs Kalnins, 2004. "An Empirical Analysis of Territorial Encroachment Within Franchised and Company-Owned Branded Chains," Marketing Science, INFORMS, vol. 23(4), pages 476-489, September.
    19. Yunchuan Liu & Z. John Zhang, 2006. "Research Note—The Benefits of Personalized Pricing in a Channel," Marketing Science, INFORMS, vol. 25(1), pages 97-105, 01-02.
    20. Chintagunta, Pradeep K & Prasad, Alok R, 1998. "An Empirical Investigation of the "Dynamic McFadden" Model of Purchase Timing and Brand Choice: Implications for Market Structure," Journal of Business & Economic Statistics, American Statistical Association, vol. 16(1), pages 2-12, January.
    21. Nickell, Stephen J, 1979. "Estimating the Probability of Leaving Unemployment," Econometrica, Econometric Society, vol. 47(5), pages 1249-1266, September.
    22. Vijay Mahajan & Eitan Muller, 1986. "Reply—Reflections on Advertising Pulsing Policies for Generating Awareness for New Products," Marketing Science, INFORMS, vol. 5(2), pages 110-111.
    23. J. Miguel Villas-Boas, 1993. "Predicting Advertising Pulsing Policies in an Oligopoly: A Model and Empirical Test," Marketing Science, INFORMS, vol. 12(1), pages 88-102.
    24. Andris A. Zoltners & Prabhakant Sinha, 2005. "The 2004 ISMS Practice Prize Winner—Sales Territory Design: Thirty Years of Modeling and Implementation," Marketing Science, INFORMS, vol. 24(3), pages 313-331, September.
    25. Niladri B. Syam & Ranran Ruan & James D. Hess, 2005. "Customized Products: A Competitive Analysis," Marketing Science, INFORMS, vol. 24(4), pages 569-584, February.
    26. John R. Hauser & Steven M. Shugan, 1980. "Intensity Measures of Consumer Preference," Operations Research, INFORMS, vol. 28(2), pages 278-320, April.
    27. Demetrios Vakratsas & Fred M. Feinberg & Frank M. Bass & Gurumurthy Kalyanaram, 2004. "The Shape of Advertising Response Functions Revisited: A Model of Dynamic Probabilistic Thresholds," Marketing Science, INFORMS, vol. 23(1), pages 109-119, April.
    28. Weintraub, E Roy, 1999. "How Should We Write the History of Twentieth-Century Economics?," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 15(4), pages 139-152, Winter.
    29. Hutchinson, J Wesley & Kamakura, Wagner A & Lynch, John G, Jr, 2000. "Unobserved Heterogeneity as an Alternative Explanation for "Reversal" Effects in Behavioral Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(3), pages 324-344, December.
    30. Lancaster, Tony, 1979. "Econometric Methods for the Duration of Unemployment," Econometrica, Econometric Society, vol. 47(4), pages 939-956, July.
    31. Hauser, John, 1980. "Comments on "Econometric Models for Probabilistic Choice among Products."," The Journal of Business, University of Chicago Press, vol. 53(3), pages 31-34, July.
    32. George B. Kleindorfer & Liam O'Neill & Ram Ganeshan, 1998. "Validation in Simulation: Various Positions in the Philosophy of Science," Management Science, INFORMS, vol. 44(8), pages 1087-1099, August.
    33. Dazhong Wu & Gautam Ray & Xianjun Geng & Andrew Whinston, 2004. "Implications of Reduced Search Cost and Free Riding in E-Commerce," Marketing Science, INFORMS, vol. 23(2), pages 255-262, November.
    34. Allenby, Greg M. & Rossi, Peter E., 1998. "Marketing models of consumer heterogeneity," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 57-78, November.
    35. Theodoros Evgeniou & Constantinos Boussios & Giorgos Zacharia, 2005. "Generalized Robust Conjoint Estimation," Marketing Science, INFORMS, vol. 24(3), pages 415-429, May.
    36. James Vaupel & Kenneth Manton & Eric Stallard, 1979. "The impact of heterogeneity in individual frailty on the dynamics of mortality," Demography, Springer;Population Association of America (PAA), vol. 16(3), pages 439-454, August.
    37. Heckman, James J, 1991. "Identifying the Hand of the Past: Distinguishing State Dependence from Heterogeneity," American Economic Review, American Economic Association, vol. 81(2), pages 75-79, May.
    38. Chris Elbers & Geert Ridder, 1982. "True and Spurious Duration Dependence: The Identifiability of the Proportional Hazard Model," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 49(3), pages 403-409.
    39. Jean-Pierre Dubé & Puneet Manchanda, 2005. "Differences in Dynamic Brand Competition Across Markets: An Empirical Analysis," Marketing Science, INFORMS, vol. 24(1), pages 81-95, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Per Davidsson & Scott Gordon, 2012. "Panel studies of new venture creation: a methods-focused review and suggestions for future research," Small Business Economics, Springer, vol. 39(4), pages 853-876, November.
    2. Dong, Chunjiao & Shao, Chunfu & Clarke, David B. & Nambisan, Shashi S., 2018. "An innovative approach for traffic crash estimation and prediction on accommodating unobserved heterogeneities," Transportation Research Part B: Methodological, Elsevier, vol. 118(C), pages 407-428.
    3. Per Davidsson & Jan Henrik Gruenhagen, 2021. "Fulfilling the Process Promise: A Review and Agenda for New Venture Creation Process Research," Entrepreneurship Theory and Practice, , vol. 45(5), pages 1083-1118, September.
    4. Steven M. Shugan, 2007. "—It's the Findings, Stupid, Not the Assumptions," Marketing Science, INFORMS, vol. 26(4), pages 449-459, 07-08.
    5. Steven M. Shugan, 2007. "—Causality, Unintended Consequences and Deducing Shared Causes," Marketing Science, INFORMS, vol. 26(6), pages 731-741, 11-12.
    6. Lord, Dominique & Mannering, Fred, 2010. "The statistical analysis of crash-frequency data: A review and assessment of methodological alternatives," Transportation Research Part A: Policy and Practice, Elsevier, vol. 44(5), pages 291-305, June.
    7. Sai Chand & Emily Moylan & S. Travis Waller & Vinayak Dixit, 2020. "Analysis of Vehicle Breakdown Frequency: A Case Study of New South Wales, Australia," Sustainability, MDPI, vol. 12(19), pages 1-14, October.
    8. Sharad Borle & Utpal M. Dholakia & Siddharth S. Singh & Robert A. Westbrook, 2007. "The Impact of Survey Participation on Subsequent Customer Behavior: An Empirical Investigation," Marketing Science, INFORMS, vol. 26(5), pages 711-726, 09-10.
    9. Steven M. Shugan, 2007. "Editorial—The Anna Karenina Bias: Which Variables to Observe?," Marketing Science, INFORMS, vol. 26(2), pages 145-148, 03-04.
    10. Steven M. Shugan, 2006. "Editorial: Fifty Years of," Marketing Science, INFORMS, vol. 25(6), pages 551-555, 11-12.
    11. Leeflang, Peter, 2011. "Paving the way for “distinguished marketing”," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 76-88.
    12. Jan Henrik Gruenhagen & Sukanlaya Sawang & Scott R. Gordon & Per Davidsson, 2018. "International experience, growth aspirations, and the internationalisation of new ventures," Journal of International Entrepreneurship, Springer, vol. 16(3), pages 421-440, September.
    13. Martin Heinberg & H. Erkan Ozkaya & Markus Taube, 2016. "A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?," Journal of the Academy of Marketing Science, Springer, vol. 44(5), pages 586-607, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Van den Berg, Gerard J., 2001. "Duration models: specification, identification and multiple durations," Handbook of Econometrics, in: J.J. Heckman & E.E. Leamer (ed.), Handbook of Econometrics, edition 1, volume 5, chapter 55, pages 3381-3460, Elsevier.
    2. Jaap H. Abbring & Gerard J. Van Den Berg, 2007. "The unobserved heterogeneity distribution in duration analysis," Biometrika, Biometrika Trust, vol. 94(1), pages 87-99.
    3. Bonev, Petyo, 2020. "Nonparametric identification in nonseparable duration models with unobserved heterogeneity," Economics Working Paper Series 2005, University of St. Gallen, School of Economics and Political Science.
    4. Bijwaard, Govert, 2011. "Unobserved Heterogeneity in Multiple-Spell Multiple-States Duration Models," IZA Discussion Papers 5748, Institute of Labor Economics (IZA).
    5. Hausman, Jerry A. & Woutersen, Tiemen, 2014. "Estimating a semi-parametric duration model without specifying heterogeneity," Journal of Econometrics, Elsevier, vol. 178(P1), pages 114-131.
    6. Govert Bijwaard, 2014. "Multistate event history analysis with frailty," Demographic Research, Max Planck Institute for Demographic Research, Rostock, Germany, vol. 30(58), pages 1591-1620.
    7. Toker Doganoglu & Daniel Klapper, 2006. "Goodwill and dynamic advertising strategies," Quantitative Marketing and Economics (QME), Springer, vol. 4(1), pages 5-29, March.
    8. Mesak, Hani I. & Ellis, T. Selwyn, 2009. "On the superiority of pulsing under a concave advertising market potential function," European Journal of Operational Research, Elsevier, vol. 194(2), pages 608-627, April.
    9. Bijwaard Govert E. & Ridder Geert & Woutersen Tiemen, 2013. "A Simple GMM Estimator for the Semiparametric Mixed Proportional Hazard Model," Journal of Econometric Methods, De Gruyter, vol. 2(1), pages 1-23, July.
    10. Brinch, Christian N., 2007. "Nonparametric Identification Of The Mixed Hazards Model With Time-Varying Covariates," Econometric Theory, Cambridge University Press, vol. 23(2), pages 349-354, April.
    11. Landry, Peter, 2022. "Pricing, advertising, and endogenous consideration of an “insistent” product," International Journal of Industrial Organization, Elsevier, vol. 80(C).
    12. Adriaan S. Kalwij, 2004. "Unemployment Experiences of Young Men: on the Road to Stable Employment?," Oxford Bulletin of Economics and Statistics, Department of Economics, University of Oxford, vol. 66(2), pages 205-237, May.
    13. repec:eee:labchp:v:3:y:1999:i:pc:p:3085-3139 is not listed on IDEAS
    14. Ashwin Aravindakshan & Prasad A. Naik, 2015. "Understanding the Memory Effects in Pulsing Advertising," Operations Research, INFORMS, vol. 63(1), pages 35-47, February.
    15. Haghani, Shermineh, 2014. "Modeling hedge fund lifetimes: A dependent competing risks framework with latent exit types," Journal of Empirical Finance, Elsevier, vol. 28(C), pages 291-320.
    16. Adriaan Kalwij, 2014. "An empirical analysis of the importance of controlling for unobserved heterogeneity when estimating the income-mortality gradient," Demographic Research, Max Planck Institute for Demographic Research, Rostock, Germany, vol. 31(30), pages 913-940.
    17. José Mª Arranz & Juan Muro, 2004. "An extra time duration model with application to unemployment duration under benefits in Spain," Hacienda Pública Española / Review of Public Economics, IEF, vol. 171(4), pages 133-156, december.
    18. Ganesh Iyer & David Soberman & J. Miguel Villas-Boas, 2005. "The Targeting of Advertising," Marketing Science, INFORMS, vol. 24(3), pages 461-476, May.
    19. Brinch,C., 2000. "Identification of structural duration dependence and unobserved heterogeneity with time-varying," Memorandum 20/2000, Oslo University, Department of Economics.
    20. Navdeep Sahni, 2015. "Effect of temporal spacing between advertising exposures: Evidence from online field experiments," Quantitative Marketing and Economics (QME), Springer, vol. 13(3), pages 203-247, September.
    21. Robert Zeithammer & Peter Lenk, 2006. "Bayesian estimation of multivariate-normal models when dimensions are absent," Quantitative Marketing and Economics (QME), Springer, vol. 4(3), pages 241-265, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:25:y:2006:i:3:p:203-216. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.