Equity Estimation and Assessing Market Response: A Rejoinder, Journal of Marketing Research
The authors use a simulation that explores the same factors used by Wildt (1993), but provides results that refute several of the findings reported in that study. The authors maintain that, under conditions of multicollinearity, the Equity estimator provides estimates that are typically closer to the true parameters than the ordinary least squares and Ridge estimates.
Arvind Rangaswamy, Lakshman Krishnamurthi
Rangaswamy, Arvind, and Lakshman Krishnamurthi. 1995. Equity Estimation and Assessing Market Response: A Rejoinder. Journal of Marketing Research. 32(4): 480-485.