Multiple regression and market research
John ClemensMcCann-Erickson Advertising Ltd
Paul Duncan-JonesAudience Research Department, BBC
This paper is about a statistical technique known as multiple regression, and about possible applications and uses of this technique in market research and marketing. We want to raise the question whether multiple regression could not be used more widely in marketing analysis. To do this, we are going to present a case study taken from our own work. My job is to make a few general remarks about what multiple regression is and about some of its marketing applications....