A Comparison of Market Share Models and Estimation Procedures
比较了不同函数形式、估计方法和参数化程度的市场份额模型，发现线性、乘法和吸引力模型均能获得有效的参数估计和相似的预测，品牌特定参数化与OLS估计的预测更准确，结论与以往研究不同。
The authors compare market share models differing in terms of functional form, estimation procedure, and level of parameterization. They evaluate the models by testing the accuracy of predicted shares as well as the validity of the estimated parameters. The tests indicate that valid parameter estimates and similar forecasts are obtained with linear, multiplicative, and attraction models. Better share forecasts generally are obtained from models with brand-specific parameterization and OLS estimation. Most of these conclusions are contrary to previous findings. Several implications for researchers are discussed.