Marketing Research

Chapter 17

Multivariate Analysis I: Multiple Regression Analysis

Learning Objectives

Upon completion of this chapter, you will be able to:

• Understand the applications of the multiple regression model
• Understand the concept of coefficient of multiple determination, adjusted coefficient of multiple determination, and standard error of the estimate
• Understand and use residual analysis for testing the assumptions of multiple regression
• Use statistical significance tests for the regression model and coefficients of regression
• Test portions of the multiple regression model
• Understand non-linear regression model and the quadratic regression model, and test the statistical significance of the overall quadratic regression model
• Understand the ...