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Multiple Regression

Part 2. Marketing Research

  1. Sangkil Moon

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02030

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Moon, S. 2010. Multiple Regression. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. North Carolina State University, Raleigh, NC, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

The objective of multiple regression is to use the independent variables to explain or predict the dependent variable. From a marketing practitioner's perspective, it would be much more effective to develop actionable marketing strategies based on an understanding of the relationships identified from this analysis than to simply examine multiple individual variables separately. This article first introduces the basics of the technique, following which it specifically discusses such issues as interpreting parameter estimates, dummy variables, and choosing relevant independent variables. It also gives several application examples of multiple regression in marketing research. Lastly, several common caveats in using the technique are discussed.

Keywords:

  • multiple regression;
  • independent variable;
  • dependent variable;
  • parameter;
  • estimation;
  • dummy variables