Tables & Figures (mksc-tables-figures)

When to trigger

• Estimate or counterfactual tables are cluttered or not self-explanatory
• Comparative statics / elasticities are buried in text instead of an exhibit
• A figure does not make the model's mechanism or policy result legible
• Exhibits are off INFORMS house style

The exhibits a modeling paper needs

A Marketing Science paper is read through its model and its counterfactuals, so the core exhibits differ from an experiments paper:

• Estimates table. Structural parameters (preferences, dynamics, supply) with standard errors; group by demand vs. supply; label normalizations. Report elasticities (own/cross-price) and implied margins, not just raw coefficients.
• Model-fit table/figure. Predicted vs. actual moments/shares/prices; in-sample and holdout. Make goodness-of-fit visible.
• Comparative-statics figure (analytical papers). Plot how equilibrium prices/profit/advertising move with the key parameter; annotate the counterintuitive region that is the contribution.
• Counterfactual/policy table. Baseline vs. counterfactual outcomes (prices, shares, profit, consumer surplus/welfare) with uncertainty intervals; decompose the driving mechanism.
• Identification/sensitivity exhibit where helpful (sensitivity of estimates to moments; first-stage strength).