Market Share Specification, Estimation, and Validation: Toward Reconciling Seemingly Divergent Views

Philippe A. Naert · Marcel Weverbergh

31 citations0/0 files storedJournal of Marketing Research

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Forecasting Techniques and Applications

Abstract

In the May 1984 issue of JMR three articles describe replications and extensions of work reported by Naert and Weverbergh in the May 1981 issue of JMR. They address various problems of market share specification, estimation, and especially validation. A rough comparison of the research findings seems to indicate that no general conclusions can be drawn. However, several of the differences in findings can be explained. Providing these explanations is the main purpose of this article.

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References

1962Economic Forecasts and Policy 1977The Systems of Consumer Demand Functions Approach: A Review 1981On the Prediction Power of Market Share Attraction Models 1984A Comparison of Market Share Models and Estimation Procedures 1984Attraction versus Linear and Multiplicative Market Share Models: An Empirical Evaluation 1982Technical Note—Simplified Estimation Procedures for MCI Models 1984On the Predictive Power of Market Share Attraction Models

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1994Forecasting performance of market share models: an assessment, additional insights, and guidelines 1994A Two-Stage Sales Forecasting Procedure Using Discounted Least Squares 1990A comparative study of market share models using disaggregate data 1993Chapter 6 Market-share models 1990Specification and empirical evaluation of a cluster-asymmetry market share model 1989The forecasting accuracy of market share models using predicted values of competitive marketing behavior 1998

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