On the Analysis of Qualitative Data in Marketing Research
Open Access
- 1 February 1977
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 14 (1) , 52-59
- https://doi.org/10.1177/002224377701400106
Abstract
Logit and log-linear models are new techniques for analyzing categorical data. Each of these models is described and applied to a problem involving consumer adoption of a new telecommunications service. The models provide probability-of-adoption predictions that can be used to select favorable market areas for promoting the service.Keywords
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