Abstract
The analysis of experimental data with a qualitative response variable is a problem confronted in many marketing research studies. This paper illustrates a methodology based on generalized least squares that properly handles a response variable that is discrete. The methodology is illustrated on several sets of marketing data and software packages that can be used for computations are noted.
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© 2015 Academy of Marketing Science
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Burdick, R.K., Walker, B.J. (2015). Analysis Of Marketing Experiments with a Categorical Response Variable. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_86
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DOI: https://doi.org/10.1007/978-3-319-16946-0_86
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
Online ISBN: 978-3-319-16946-0
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