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The Use Of Regression Analysis In Marketing Research

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Author Info

  • DUMIRESCU Luigi

    (Lucian Blaga University of Sibiu, Romania)

  • STANCIU Oana

    (Lucian Blaga University of Sibiu, Romania)

  • TICHINDELEAN Mihai

    (Lucian Blaga University of Sibiu, Romania)

  • VINEREAN Simona

    (Lucian Blaga University of Sibiu, Romania)

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.

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File URL: http://eccsf.ulbsibiu.ro/RePEc/blg/journl/728dumitrescu&stanciu&tichindelean&vinerean.pdf
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Bibliographic Info

Article provided by Lucian Blaga University of Sibiu, Faculty of Economic Sciences in its journal Studies in Business and Economics.

Volume (Year): 7 (2012)
Issue (Month): 2 (August)
Pages: 94-109

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Handle: RePEc:blg:journl:v:7:y:2012:i:2:p:94-109

Contact details of provider:
Postal: Lucian Blaga University of Sibiu, Faculty of Economic Sciences Dumbravii Avenue, No 17, postal code 550324, Sibiu, Romania
Phone: 004 0269 210375
Fax: 004 0269 210375
Email:
Web page: http://economice.ulbsibiu.ro/
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Related research

Keywords: Linear Multiple Regression; Marketing Research; Multivariate Data Analysis Methods; Relationship Marketing;

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  1. Alin Opreana, 2010. "The Long-Run Determinants Of Investment: A Dynamic Approach For The Future Economic Policies," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 5(3), pages 227-237, December.
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