The Recoverability of Segmentation Structure from Store-Level Aggregate Data

Vol. XLI (August 2004), 351–364 351 *Anand Bodapati is Assistant Professor of Marketing, Anderson Graduate School of Management, University of California, Los Angeles (e-mail [email protected]). Sachin Gupta is Associate Professor of Marketing, Johnson Graduate School of Management, Cornell University (e-mail: [email protected]). The second author acknowledges financial support from the Clifford Whitcomb faculty fellowship. Both authors contributed equally and are listed in alphabetic order. They acknowledge helpful comments from the three anonymous JMR reviewers; Jean-Pierre Dubé; and seminar participants at the Wharton School, University of California at Berkeley, Cornell University, University of Chicago, University of Colorado at Boulder, University of Toronto, Northwestern University, and the Marketing Science Conference. ANAND V. BODAPATI and SACHIN GUPTA*