Investigating Endogeneity Bias in Marketing
基于似然原理重新审视营销研究中的内生性问题，指出在数据收集后遵循似然原理可使内生性在估计中可忽略，并讨论了在营销中检测和处理内生性偏差的方法。
The use of adaptive designs in conjoint analysis has been shown to lead to an endogeneity bias in part-worth estimates using sampling experiments. In this paper, we re-examine the endogeneity issue in light of the likelihood principle. The likelihood principle asserts that all relevant information in the data about model parameters is contained in the likelihood function. We show that, once the data are collected, adhering to the likelihood principle leads to analysis where endogeneity becomes ignorable for estimation. The likelihood principle is implicit to Bayesian analysis, and discussion is offered for detecting and dealing with endogeneity bias in marketing.