Analysing the effect of advertising on purchase using STAS and logit modelling

STATs and logit modelling are used on the British Single-Source database Adlab to compare the results and to determine the extent to which the two models give occasion to the same conclusion.
  

Analysing the effect of advertising on purchase using STAS and logit modelling

Lars Grønholdt and Lotte Yssing HansenCopenhagen Business School

INTRODUCTION

Single-source data allow consumer purchases and advertising exposures to be directly...