Lydiametrics: Applications of Econometrics to the History of Advertising
Richard W. Pollay
In the last twenty years the application of econometric techniques of analysis to questions in economic history has had dramatic results. It has not only been revisionist in its conclusions, but has also introduced analytic methods of sufficient mathematical and statistical sophistication to impress, and often intimidate other historians. Many historians have presumed this technology, labelled cliometrics or the 'new' economic history, to be an indication of progress, and have looked upon this technological development with both awe and envy at the sophistication apparently evidenced. While the field...