Parameter Estimation in Marketing Models in the Presence of Multicollinearity: An Application of Ridge Regression

1 November 1977

journal article
Published by JSTOR in Journal of Marketing Research

Vol. 14 (4) , 586
https://doi.org/10.2307/3151206

Abstract

In the presence of multicollinearity in data, the estimation of parameters or regression coefficients in marketing models by means of ordinary least squares may...

Keywords

PARAMETER ESTIMATION
ORDINARY
RIDGE REGRESSION
MULTICOLLINEARITY
REGRESSION COEFFICIENTS
MARKETING MODELS
ESTIMATION IN MARKETING

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