TY  - EJOUR
AB  - This  paper  examines  the  impact  of  participation  in  direct  marketing  on  the  entire  distribution
of farm sales using the unconditional quantile regression (UQR) estimator. Our analysis yields
unbiased  estimates  of  the  unconditional  impact  of  direct  marketing  on  farm  sales  and  reveals
the heterogeneous effects that occur across the distribution of farm sales. The impacts of direct
marketing efforts are uniformly negative across the UQR results, but declines in sales tend to grow
smaller as sales increase. Producers planning to sell more in local outlets should expect sales to
decline. Marketing experts and extension professionals can use this information to guide farmers
who are considering initiating or expanding direct marketing activities.
AU  - Park, Timothy A.
DA  - 2015-05
DA  - 2015-05
DO  - 10.22004/ag.econ.206596
DO  - doi
EP  - 284
EP  - 266
ID  - 206596
IS  - 2
JF  - Journal of Agricultural and Resource Economics
KW  - Marketing
KW  - Direct marketing
KW  - influence functions
KW  - unconditional quantile regressions
L1  - https://ageconsearch.umn.edu/record/206596/files/JAREMay20155Parkpp266-284.pdf
L2  - https://ageconsearch.umn.edu/record/206596/files/JAREMay20155Parkpp266-284.pdf
L4  - https://ageconsearch.umn.edu/record/206596/files/JAREMay20155Parkpp266-284.pdf
LA  - eng
LK  - https://ageconsearch.umn.edu/record/206596/files/JAREMay20155Parkpp266-284.pdf
N2  - This  paper  examines  the  impact  of  participation  in  direct  marketing  on  the  entire  distribution
of farm sales using the unconditional quantile regression (UQR) estimator. Our analysis yields
unbiased  estimates  of  the  unconditional  impact  of  direct  marketing  on  farm  sales  and  reveals
the heterogeneous effects that occur across the distribution of farm sales. The impacts of direct
marketing efforts are uniformly negative across the UQR results, but declines in sales tend to grow
smaller as sales increase. Producers planning to sell more in local outlets should expect sales to
decline. Marketing experts and extension professionals can use this information to guide farmers
who are considering initiating or expanding direct marketing activities.
PY  - 2015-05
PY  - 2015-05
SP  - 266
T1  - Direct Marketing and the Structure of Farm Sales: An Unconditional Quantile Regression Approach
TI  - Direct Marketing and the Structure of Farm Sales: An Unconditional Quantile Regression Approach
UR  - https://ageconsearch.umn.edu/record/206596/files/JAREMay20155Parkpp266-284.pdf
VL  - 40
Y1  - 2015-05
T2  - Journal of Agricultural and Resource Economics
ER  -