Equity Estimation and Assessing Market Response: A Rejoinder

Arvind Rangaswamy, Lakshman Krishnamurthi

Research output: Contribution to journalArticlepeer-review


The authors use a simulation that explores the same factors used by Wildt (1993), but provides results that refute several of the findings reported in that study. The authors maintain that, under conditions of multi-collinearity, the Equity estimator provides estimates that are typically closer to the true parameters than the ordinary least squares and Ridge estimates.

Original languageEnglish (US)
Pages (from-to)480-485
Number of pages6
JournalJournal of Marketing Research
Issue number4
StatePublished - Nov 1995

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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