Determining the effects of observed and
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Leszczyc, Peter T. L. Popkowski ;Bass, Frank M.
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Article
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1998
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John Wiley and Sons
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English
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This paper investigates the effects of heterogeneity in consumer choice behaviour. Omitted consumer heterogeneity may lead to badly biased results, and wrong inferences concerning marketing strategies to follow. In this research we study the extent and the cause of this bias. We distinguish between