Abstract
According to Hosmer, Taber, and Lemeshow (1991), when our research question is asking for prediction of dichotomous results, many researchers have turned to logistic regression as the tool of choice. In fact, Akinci, Kaynak, Atilgan, and Aksoy (2007) analyzed the application of logistic regression models in marketing journals and found that marketing scholars are using this tool in a number of different research streams that included: consumer behavior, international marketing, branding, societal marketing, promotion, retailing, business markets, health services marketing, and research techniques.
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Keywords
- United States
- Logistic Regression Analysis
- Logistic Regression Model
- Logistic Regression
- Discriminant Analysis
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© 2015 Academy of Marketing Science
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Tanguma, J., Saldivar, R. (2015). Interpretation of Logistic Regression Models in Marketing Journals. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_2
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DOI: https://doi.org/10.1007/978-3-319-10873-5_2
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