Marketing structural models: "Keep it real"

Michael J. Mazzeo*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

9 Scopus citations


In their article, "Structural Modeling in Marketing: Review and Assessment," Chintagunta, Erdem, Rossi, and Wedel (2006) provide a comprehensive survey of the contributions to the empirical marketing literature made by researchers using structural econometric modeling. More importantly, their review poses the question of whether structural methods should become more prominent in marketing research. Addressing that question requires a careful consideration of the potential gains of employing structure in this context, as well as the compromises necessary for implementation. Instead of specifically referencing many of the interesting papers cited by the authors, I will focus my comment on evaluating the value of structural approaches in marketing in more general terms.

Original languageEnglish (US)
Pages (from-to)617-619
Number of pages3
JournalMarketing Science
Issue number6
StatePublished - Nov 2006


  • Empirical industrial organization
  • Structural modeling

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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