The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

Using Regression to Answer “What If”

Using regression to answer “what if”

Regression analysis can be thought of in at least two ways. The classic view is that it is a statistical procedure for relating one or more independent (predictor) variables (usually labeled as Xs) to a dependent (criteria) variable (usually labeled as Y). Under the typical assumptions (e.g., normally distributed errors), it also allows one to test whether independent variables are statistically significantly related to the dependent variable. This is the view presented in almost all statistics and marketing research books.

The other view of regression is as a method to answer some basic “what-if” questions. These include “if I sample another observation (e.g., customer) with a given set of characteristics, what will they do?” They ...

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