VECTOR AUTOREGRESSION: A CRITICAL TOOL IN THE ARSENAL OF SALES RESPONSE MODELING
L.L. Leachman
(Assistant Professor of Economics, Northern Arizona University, Flagstaff, AZ)
Christie H. Paksoy
(Professor of Marketing, The University of North Carolina at Charlotte, Charlotte, NC)
J.B. Wilkinson
(Associate Professor of Marketing, Youngstown State University, Youngstown, OH)
82
Abstract
This research applies vector autoregression to estimate a system composed of market share and relative advertising expenditures of the seven major competitors in the U. S. replacement passenger tire market between 1972 and 1983. The results of the study suggest that a company's market share in this market cannot be predicted from its relative advertising expenditures.
Citation
Leachman, L.L., Paksoy, C.H. and Wilkinson, J.B. (1994), "VECTOR AUTOREGRESSION: A CRITICAL TOOL IN THE ARSENAL OF SALES RESPONSE MODELING", Studies in Economics and Finance, Vol. 15 No. 2, pp. 3-30. https://doi.org/10.1108/eb028711
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited