Modeling In Marketing Review and Assessment 营销战略专题.pdfVIP

Structural Modeling in Marketing: Review and Assessment Pradeep Chintagunta Graduate School of Business, University of Chicago, 1101 E 58th St, Chicago IL 60637, pradeep.chintagunta@gsb.uchicago.edu Tülin Erdem Haas School of Business, University of California, Berkeley, Berkeley, CA 94720-1900 , erdem@haas.berkeley.edu Peter Rossi Graduate School of Business, University of Chicago, 1101 E 58th St, Chicago IL 60637, peter.rossi@gsb.uchicago.edu Michel Wedel University of Michigan Business School 701 Tappan Street, Ann Arbor, MI 48109-1234, wedel@umich.edu September 2004 Structural Modeling in Marketing: Review and Assessment Abstract The recent marketing literature reflects a growing interest in structural models, stemming from: 1) the desire to test a variety of behavioral theories with market data, and 2) recent developments that facilitate estimation of and inference for these models. Whether one should always go through the effort of developing such tightly parameterized models with the associated computational burden of estimating them, and whether it pays off to make strict behavioral assumptions in terms of better decisions, remain open questions. To shed some light on these issues, we provide examples of structural approaches to consumer choice and demand as well as examples where the goal is to study the nature of competition in the marketplace. From that review spawns our discussion of issues in the development and application of structural models, including their estimation, testing and validation, their applicability in the practice