Structural Modeling in Marketing: Review and Assessment
Pradeep K. Chintagunta
University of Chicago
University of California, Berkeley - Marketing Group
Peter E. Rossi
University of California, Los Angeles (UCLA) - Anderson School of Management
University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business
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 of marketing, and their usefulness for normative, as well as descriptive purposes.
Number of Pages in PDF File: 28
Keywords: Structural models, dynamic models, endogeneity
JEL Classification: M3, L1, D1, D4
Date posted: September 13, 2004
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