Commentary--A Logit Model of Brand Choice Calibrated on Scanner Data: A 25th Anniversary Perspective

Guadagni and Little (1983) had a surprising (to the authors) number of citations, presumably because it was the first paper to build a useful model with UPC scanner panel data. More surprising (but not to the authors) was that the model, compared to those in most academic papers, found widespread pr...

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Bibliographic Details
Published in:	Marketing science (Providence, R.I.) Vol. 27; no. 1; pp. 26 - 28
Main Authors:	Guadagni, Peter M, Little, John D. C
Format:	Journal Article
Language:	English
Published:	INFORMS 01-01-2008
Series:	Marketing Science
Subjects:	brand choice Brands Business studies Consumer behaviour Marketing Marketing research marketing science practice multinomial logit Retail trade UPC data
Online Access:	Get full text
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Summary:	Guadagni and Little (1983) had a surprising (to the authors) number of citations, presumably because it was the first paper to build a useful model with UPC scanner panel data. More surprising (but not to the authors) was that the model, compared to those in most academic papers, found widespread practical application. The reason for this was that a small, entrepreneurial consulting firm developed and sold applications based on the model. The paper also generated a substantial follow-on of academic literature. Examples illustrate a few of the directions in which later research went.
Bibliography:	ObjectType-Article-2 SourceType-Scholarly Journals-1 ObjectType-Feature-1 content type line 23
ISSN:	0732-2399 1526-548X
DOI:	10.1287/mksc.1070.0345