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Measuring product market efficiency: A new methodology

โœ Scribed by Jukti K. Kalita

Publisher
Springer US
Year
1994
Tongue
English
Weight
652 KB
Volume
5
Category
Article
ISSN
0923-0645

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## 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