Handbook of Marketing
Analytics
Methods and Applications in Marketing
Management, Public Policy, and Litigation Support
Edited by
Natalie Mizik
Professor of Marketing and J. Gary Shansby Endowed Chair
in Marketing Strategy, Foster School of Business, University
of Washington, USA
Dominique M. Hanssens
Distinguished Research Professor of Marketing, Anderson
School of Management, University of California, Los Angeles,
USA
Cheltenham, UKNorthampton, MA, USA
MIZIK_9781784716745_t.indd 314/02/2018 16:38
Natalie Mizik and Dominique M. Hanssens 2018
All rights reserved. No part of this publication may be reproduced, stored
in a retrieval system or transmitted in any form or by any means, electronic,
mechanical or photocopying, recording, or otherwise without the prior
permission of the publisher.
Published by
Edward Elgar Publishing Limited
The Lypiatts
15 Lansdown Road
Cheltenham
Glos GL50 2JA
UK
Edward Elgar Publishing, Inc.
William Pratt House
9 Dewey Court
Northampton
Massachusetts 01060
USA
A catalogue record for this book
is available from the British Library
Library of Congress Control Number: 2017950469
This book is available electronically in the
Business subject collection
DOI 10.4337/9781784716752
ISBN 978 1 78471 674 5 (cased)
ISBN 978 1 78471 675 2 (eBook)
Typeset by Servis Filmsetting Ltd, Stockport, Cheshire
MIZIK_9781784716745_t.indd 414/02/2018 16:38
v
Contents
List of contributors
ix
Overview of the chapters
xviii
Introduction 1
Natalie Mizik and Dominique M. Hanssens
METHODS CHAPTERS
PART I ExPERIMENTAL DESIGNS
1 Laboratory experimentation in marketing 11
Angela Y. Lee and Alice M. Tybout
2 Field experiments 32
Anja Lambrecht and Catherine E. Tucker
3 Conjoint Analysis 52
Olivier Toubia
PART II CLASSICAL ECONOMETRICS
4Time-series models of short-run and long-run marketing
impact 79
Marnik G. Dekimpe and Dominique M. Hanssens
5 Panel data methods in marketing research 107
Natalie Mizik and Eugene Pavlov
6 Causal inference in marketing applications 135
Peter E. Rossi
PART III DISCRETE CHOICE MODELING
7 Modeling choice processes in marketing 155
John Roberts and Denzil G. Fiebig
8 Bayesian econometrics 181
Greg M. Allenby and Peter E. Rossi
MIZIK_9781784716745_t.indd 514/02/2018 16:38。