The Statistical Properties of the Equity Estimator

In this article we consider the Equity estimator proposed by Krishnamurthi and Rangaswamy. We show that this estimator is inconsistent and does not necessarily improve on the mean squared error (MSE) of the least squares (LS) estimator. We perform a Monte Carlo experiment based on the price-promotion model used in marketing research, with marketing data, comparing the MSE of the Equity estimator to that of two empirical Bayes estimators and the LS estimator. We find that the empirical Bayes estimators have substantially smaller MSE than the Equity estimator in almost every case.