The authors reflect on the research process, the review process, and several aspects of their 1987 article, which won the 1992 O'Dell Award.
Get full access to this article
View all access options for this article.
References
1.
GroverRajiv, and DillonWilliam R. (1988), “Understanding Market Characteristics From Aggregated Brand Switching Data by the Method of Spectral Decomposition,”International Journal of Research in Marketing, 5, 77–89.
2.
GroverRajiv, and SrinivasanV. (1987), “A Simultaneous Approach to Market Segmentation and Market Structuring,”Journal of Marketing Research, 24(May), 139–53.
3.
GroverRajiv, and SrinivasanV. (1989), “An Approach for Tracking Within-Segment Shifts in Market Share,”Journal of Marketing Research, 26(May), 230–6.
4.
GroverRajiv, and SrinivasanV. (1992), “Evaluating the Multiple Effects of Retail Promotions on Brand Loyal and Brand Switching Segments,”Journal of Marketing Research, 29(February), 76–89.
5.
JainDipak C., BassFrank M., and ChenYu-Min (1990), “Estimation of Latent Class Models With Heterogeneous Choice Probabilities: An Application to Market Structuring,”Journal of Marketing Research, 27(February), 94–101.
6.
KamakuraWagner A., and RussellGary J. (1989), “A Probabilistic Choice Model for Market Segmentation and Elasticity Structure,”Journal of Marketing Research, 26(November), 379–90.
7.
RaoVithala R., and SabavalaDarius J. (1981), “Inference of Hierarchical Choice Process From Panel Data,”Journal of Consumer Research, 8(June), 85–96.
8.
RussellGary J., BuckinRandolph E., and SrinivasanV. (1992), “Identifying Multiple Preference Segments From Own-and Cross-Price Elasticities,”Marketing Letters, forthcoming.
