Long-term marketing effectiveness is a high priority research topic for managers (Marketing Science Institute 2002), and recent research applied flexible models of dynamic market interactions to measure the net long-term performance impact of marketing actions. Unfortunately, this net long-term...

Long-term marketing effectiveness is a high priority research topic for managers (Marketing Science Institute 2002), and recent research applied flexible models of dynamic market interactions to measure the net long-term performance impact of marketing actions. Unfortunately, this net long-term...

This paper examines current practice with respect to serial correlation in studies that rely on regression analysis of panel datasets. It first examines how frequently various techniques for dealing with serial correlation are used. Next, it runs a horse race using Monte Carlo simulation to...