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    Denoised least squares estimators: An application to estimating advertising effectiveness

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    CaiZhongwu_SS__10(2000)1231.pdf (143.4Kb)
    Issue Date
    2000-01-01
    Author
    Cai, Zongwu
    Naik, Prasad A.
    Tsai, Chih-Ling
    Publisher
    Academia Sinica, Institute of Statistical Science
    Type
    Article
    Article Version
    Scholarly/refereed, publisher version
    Published Version
    http://www3.stat.sinica.edu.tw/statistica/j10n4/j10n412/j10n412.htm
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    Abstract
    It is known in marketing science that an advertiser under- or overspends millions of dollars on advertising because the estimation of advertising effectiveness is biased. This bias is induced by measurement noise in advertising variables, such as awareness and television rating points, which are provided by commercial market research firms based on small-sample surveys of consumers. In this paper, we propose a denoised regression approach to deal with the problem of noisy variables. We show that denoised least squares estimators are consistent. Simulation results indicate that the denoised regression approach outperforms the classical regression approach. A marketing example is presented to illustrate the use of denoised least squares estimators.
    Description
    This is the publisher's version, also available electronically from http://www3.stat.sinica.edu.tw/statistica/j10n4/j10n412/j10n412.htm.
    URI
    http://hdl.handle.net/1808/16367
    ISSN
    1017-0405
    Collections
    • Center for East Asian Studies Scholarly Works [362]
    • Economics Scholarly Works [173]
    Citation
    Cai, Zongwu; Naik, Prasad A.; Tsai, Chih-Ling. (2000). "Denoised least squares estimators: An application to estimating advertising effectiveness." Statistica Sinica, 10(4):1231-1241. http://www3.stat.sinica.edu.tw/statistica/j10n4/j10n412/j10n412.htm

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    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

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