Logistic regression to identify organisational opportunities in customer surveys using R

Ted Kwartler
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Ted Kwartler: Professor, Harvard University Extension School

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 2, 133-143

Abstract: Historically, identifying specific focal points to improve the customer experience using information from customer surveys has proven to be difficult. The large quantity of responses and the nature of the responses themselves often do not translate into specific areas for improvement that have an impact on satisfaction. Using logistic regression, however, one can identify the impact on overall customer satisfaction of various survey responses. This practical paper demonstrates a method to analytically understand customer responses and create a compelling visualisation using the R programming language.

Keywords: customer satisfaction; customer survey; market research; logistic regression; R programming (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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