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—Marketing Structural Models: “Keep It Real”

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  • Michael J. Mazzeo

    (Kellogg School of Management, Northwestern University, Evanston, Illinois 60208)

Abstract

In their article, “Structural Modeling in Marketing: Review and Assessment,” Chintagunta, Erdem, Rossi, and Wedel (2006) provide a comprehensive survey of the contributions to the empirical marketing literature made by researchers using structural econometric modeling. More importantly, their review poses the question of whether structural methods should become more prominent in marketing research. Addressing that question requires a careful consideration of the potential gains of employing structure in this context, as well as the compromises necessary for implementation. Instead of specifically referencing many of the interesting papers cited by the authors, I will focus my comment on evaluating the value of structural approaches in marketing in more general terms.

Suggested Citation

  • Michael J. Mazzeo, 2006. "—Marketing Structural Models: “Keep It Real”," Marketing Science, INFORMS, vol. 25(6), pages 617-619, 11-12.
    • Handle: RePEc:inm:ormksc:v:25:y:2006:i:6:p:617-619
    DOI: 10.1287/mksc.1060.0235
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    References listed on IDEAS

    as
    1. Michael J. Mazzeo, 2002. "Product Choice and Oligopoly Market Structure," RAND Journal of Economics, The RAND Corporation, vol. 33(2), pages 221-242, Summer.
    2. Pradeep Chintagunta & Tülin Erdem & Peter E. Rossi & Michel Wedel, 2006. "Structural Modeling in Marketing: Review and Assessment," Marketing Science, INFORMS, vol. 25(6), pages 604-616, 11-12.
    3. Raphael Thomadsen, 2005. "The Effect of Ownership Structure on Prices in Geographically Differentiated Industries," RAND Journal of Economics, The RAND Corporation, vol. 36(4), pages 908-929, Winter.
    4. Pradeep Chintagunta & Jean-Pierre Dubé & Vishal Singh, 2003. "Balancing Profitability and Customer Welfare in a Supermarket Chain," Quantitative Marketing and Economics (QME), Springer, vol. 1(1), pages 111-147, March.
    Full references (including those not matched with items on IDEAS)

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