Panel Data Analysis: A nontechnical introduction for marketing researchers

Vomberg, Arnd ; Wies, Simone

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Document Type: Book chapter
Year of publication Online: 2021
Book title: Handbook of market research
Page range: 1-58
Publisher: Homburg, Christian ; Klarmann, Martin ; Vomberg, Arnd
Place of publication: Cham
Publishing house: Springer
ISBN: 978-3-319-05542-8
Publication language: English
Institution: Business School > Empirische Forschungsmethoden (Juniorprofessur) (Vomberg 2014-2018)
Subject: 650 Management
330 Economics
Abstract: The analysis of panel data is now part of the standard repertoire of marketers and marketing researchers. Compared to the analysis of cross-sectional data, panel data allow marketers to alleviate endogeneity concerns when linking an independent variable (e.g., price) to an outcome variable (e.g., sales volume). The more accurate estimates that result from panel data analysis help improve marketers’ decision-making in focal areas such as price setting and marketing budget allocation. Besides, panel data allow marketers to track customer behavior changes and distinguish real loyalty effects (i.e., same customer repeatedly buys a brand) from spurious effects (i.e., the same number of, but each time different set of, customers buys a brand). This chapter provides a nontechnical introduction to panel data analysis. Marketers will learn how to manage and analyze panel datasets in Stata. They will learn about the focal panel data estimators (pooled OLS, fixed effects, and random effects estimator), their underlying assumptions, advantages, and pitfalls. Besides, we introduce the between effects estimator, the combined approach, the Hausman-Taylor approach, and the first differences estimator as further techniques to analyze panel data. Finally, readers will receive an introduction to advanced topics such as dynamic panel models, panel data multilevel modeling, and using panel data to address measurement errors.

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ORCID: Vomberg, Arnd ORCID: 0000-0002-1045-7413 ; Wies, Simone ["search_editors_ORCID" not defined] Homburg, Christian ; Klarmann, Martin ; Vomberg, Arnd ORCID: 0000-0002-1045-7413

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