The authors use a simulation that explores the same factors used by Wildt (1993), but provides results that refute several of the findings reported in that study. The authors maintain that, under conditions of multi-collinearity, the Equity estimator provides estimates that are typically closer to the true parameters than the ordinary least squares and Ridge estimates.
Get full access to this article
View all access options for this article.
References
1.
BickelP. J., and FreedmanD. A. (1981), “Some Asymptotic Theory for the Bootstrap,”Annals of Statistics, 9, 1196–1217.
2.
GreenPaul E. (1974), “On the Design of Choice Experiments Involving Multifactor Alternatives,”Journal of Consumer Research, (September), 61–68.
3.
KendallMaurice, and StuartAlan (1979), The Advanced Theory of Statistics, Vol. 2. London: Charles Griffin & Company.
4.
KrishnamurthiLakshman, and RangaswamyArvind (1987), “The Equity Estimator for Marketing Research,”Marketing Science, 6(Fall), 336–57.
5.
WildtAlbert R. (1993), “Equity Estimation and Assessing Market Response,”Journal of Marketing Research, 30(November), 437–51.