文章基本信息

标题：THE USE OF REGRESSION ANALYSIS IN MARKETING RESEARCH
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作者：DUMITRESCU Luigi ; STANCIU Oana ; ȚICHINDELEAN Mihai 等
期刊名称：Studies in Business and Economics
电子版ISSN：2344-5416
出版年度：2012
卷号：7
期号：2
出版社：Lucian Blaga University
摘要：The purpose of the paper is to illustrate the applicability of the linear multiple regressionmodel within a marketing research based on primary, quantitative data. The theoreticalbackground of the developed regression model is the value-chain concept of relationshipmarketing. In this sense, the authors presume that the outcome variable of the model, themonetary value of one purchase, depends on the clients’ expectations regarding sevendimensions of the company’s offer. The paper is structured in two parts. In the first part, a briefliterature review enumerates the main multivariate data analysis methods used in marketingresearch and describes the general linear multiple regression model and its assumptions. Thesecond part explains a set of procedures specific for the regression analysis.
关键词：Linear Multiple Regression; Marketing Research; Multivariate Data Analysis;Methods; Relationship Marketing