Forecasting new product trial in a contr
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Peter S. Fader; Bruce G. S. Hardie; Robert Zeithammer
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Article
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2003
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John Wiley and Sons
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English
β 264 KB
## Abstract A number of researchers have developed models that use test market data to generate forecasts of a new product's performance. However, most of these models have ignored the effects of marketing covariates. In this paper we examine what impact these covariates have on a model's forecasti