One of the most prominent and dominant quantitative methods in marketing is Structural Estimation. Here, we clarify the decision-making structures of organizations and consumers by modeling their decision-making mechanisms and applying these models to observed data. Because Structural Estimation models are based on theories in social sciences such as consumer behavior, psychology, sociology, and economics, the research has a large academic scope and impact. In addition, the elucidation of decision-making structures will enable quantitative evaluation of government policies and corporate strategies. This makes structural estimation not only an academic contribution, but also a useful tool in practice.

Chair/Moderator
Masakazu Ishihara (New York University)