THE USE OF REGRESSION ANALYSIS IN MARKETING RESEARCH

Luigi Dumirescu, Oana Stanciu (Duralia) (), Mihai Tichindelean () and Simona Vinerean
Additional contact information
Luigi Dumirescu: Lucian Blaga University of Sibiu, Romania

Studies in Business and Economics, 2012, vol. 7, issue 2, 94-109

Abstract: The purpose of the paper is to illustrate the applicability of the linear multiple regression model within a marketing research based on primary, quantitative data. The theoretical background of the developed regression model is the value-chain concept of relationship marketing. In this sense, the authors presume that the outcome variable of the model, the monetary value of one purchase, depends on the clients’ expectations regarding seven dimensions of the company’s offer. The paper is structured in two parts. In the first part, a brief literature review enumerates the main multivariate data analysis methods used in marketing research and describes the general linear multiple regression model and its assumptions. The second part explains a set of procedures specific for the regression analysis.

Keywords: Linear Multiple Regression; Marketing Research; Multivariate Data Analysis Methods; Relationship Marketing (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://eccsf.ulbsibiu.ro/RePEc/blg/journl/728dumit ... ndelean&vinerean.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:blg:journl:v:7:y:2012:i:2:p:94-109

Access Statistics for this article

More articles in Studies in Business and Economics from Lucian Blaga University of Sibiu, Faculty of Economic Sciences Lucian Blaga University of Sibiu, Faculty of Economic Sciences Dumbravii Avenue, No 17, postal code 550324, Sibiu, Romania. Contact information at EDIRC.
Bibliographic data for series maintained by Mihaela Herciu ().