Working Papers

Dangers in Using Market-Level Data for Determining Promotion Effects

Dick R. Wittink, John C. Porter, and Sachin Gupta

Jan 1, 1993

Demonstrates how and why market-level scanner data and store-level scanner data reveal different promotional effects; argues that it is risky for managers and analysts to use market-level data, as currently provided, to estimate the effect of promotional activities.

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