The Sense and Non-Sense of Holdout Sample Validation in the Presence of Endogeneity

Peter Ebbes
Peter Ebbes
[email protected]
Fisher College of Business, Ohio State University, Columbus, Ohio 43210
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,
Dominik Papies
Dominik Papies
[email protected]
Institute for Marketing and Media, University of Hamburg, 20354 Hamburg, Germany
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,
Harald J. van Heerde
Harald J. van Heerde
[email protected]
University of Waikato, Hamilton 3240, New Zealand; and Extramural Fellow at CentER, Tilburg University, 5000 LE Tilburg, The Netherlands
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Peter Ebbes

[email protected]

Fisher College of Business, Ohio State University, Columbus, Ohio 43210

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Dominik Papies

[email protected]

Institute for Marketing and Media, University of Hamburg, 20354 Hamburg, Germany

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Harald J. van Heerde

[email protected]

University of Waikato, Hamilton 3240, New Zealand; and Extramural Fellow at CentER, Tilburg University, 5000 LE Tilburg, The Netherlands

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Published Online:13 Oct 2011https://doi.org/10.1287/mksc.1110.0666

Supplemental Material

mksc.1110.0666-sm-appendix.pdf (217 KB)

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Volume 30, Issue 6

November-December 2011

Pages 945-1126

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Received:May 25, 2010
Accepted:June 05, 2011
Published Online:October 13, 2011

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Peter Ebbes, Dominik Papies, Harald J. van Heerde, (2011) The Sense and Non-Sense of Holdout Sample Validation in the Presence of Endogeneity. Marketing Science 30(6):1115-1122.

https://doi.org/10.1287/mksc.1110.0666

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The Sense and Non-Sense of Holdout Sample Validation in the Presence of Endogeneity

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