Quant_Marketing

Collections for (quant) Marketing papers

• Many papers credit to Avi Goldfarb's and Oded Netzer's seminar

Table of Contents

• Research Prospective
• Marketing Research Data
• Structural Models
• Field Experiments
• Demand Estimation

Research Prospective

• Economists (and Economics) in Tech Companies.(2019) Journal of Economic Perspectives.
• Richard T. Ely Lecture: The Economist as Plumber, Duflo, Esther. 2017. American Economic Review
• A Key Word History of Marketing Science, Mela, Carl F., Jason M.T. Roos, and Yiting Deng. 2013. Marketing Science

Marketing Research Data

• The IRI Academic Dataset.(2008) Bronnenberg, Bart J., Mike Kruger, and Carl F. Mela. Marketing Science

Method: Structural Models

• Crowdsourcing New Product Ideas Under Consumer Learning Yan Huang, Param Vir Singh, Kannan Srinivasan. Management Science (2011).
• Descriptive, Structural, and Experimental Empirical Methods in Marketing Research(2011), Reiss, Peter. Marketing Science
• The Evolution of Brand Preferences: Evidence from Consumer Migration Bronnenberg, Bart, Jean-Pierre Dube and Matthew Gentzkow (2012), American Economic Review
• A Structural Model of Sales-Force Compensation Dynamics: Estimation and Field Implementation Misra, Sanjog and Harikesh Nair (2011). Quantitative Marketing and Economics
• What Drives Demand for Government- Controlled News? Evidence from Russia Simonov, Andrey and Justin Rao (2022). Journal of Political Economy.

Method: Field Experiments

• Field Experiments in Marketing, Duncan Simetser (2015), Handbook of Economic Field Experiments
• Field Experiments in Marketing Lambrecht, Anja, and Catherine Tucker. 2018. In Handbook of Marketing Analytics. Eds Natalie Mizik and Dominique Hanssens.
• Long-Run Effects of Promotion Depth on New versus Established Customers: Three Field Studies, Anderson, Eric and Duncan Simester (2004), Marketing Science
• Consumer Heterogeneity and Paid Search Effectiveness: A Largescale Field Experiment, Blake, Thomas, Chris Nosko, and Steven Tadelis (2015), Econometrica
• A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook, Gordon, Brett, R., Florian Zettelmeyer, Neha Bhargava, and Dan Chapsky (2019), Marketing Science

Demand Estimation

Conjoint

• Empirical Foundations of Conjoint Analysis.(2019) Allenby, Greg, Nino Hardt, and Peter Rossi. Chapter 3 in Dube and Rossi, eds. Handbook of the Economics of Marketing
• An Incentive-Aligned Mechanism for Conjoint Analysis Ding, Min. 2007. Journal of Marketing Research
• Thirty Years of Conjoint Analysis: Reflections and Prospects Green, P.E., Krieger, A.M., and Wind, Y. 2001, Interfaces
• Fast Polyhedral Adaptive Conjoint Estimation Toubia, Olivier, Duncan I. Simester, John R. Hauser, and Ely Dahan. 2003. Marketing Science

Other readings

• Here is another real-time reading list, it is more random and by chornological order.
• Readings of Consumer Behavioral Researech