A Direct Aggregation Approach to Inferring Microparameters of the Koyck Advertising-Sales Relationship from Macro Data
提出一种直接加总方法，利用宏观数据推断科伊克广告-销售关系中的微观参数，帮助营销研究者从汇总数据中估计个体层面的广告响应。
V. Srinivasan, Helen A. Weir, A Direct Aggregation Approach to Inferring Microparameters of the Koyck Advertising-Sales Relationship from Macro Data, Journal of Marketing Research, Vol. 25, No. 2 (May, 1988), pp. 145-156