A Marketer'S Guide to Log-Linear Models for Qualitative Data Analysis
Open Access
- 1 April 1980
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 44 (3) , 40-51
- https://doi.org/10.1177/002224298004400305
Abstract
This article presents a brief description of the development and use of log-linear models. Current research in areas of screening effects, partitioning chi-square statistics, stepwise procedures, and model fitting and selection is discussed. An analysis of inherent model ambiguities is provided, identifying potential problem areas for marketing applications.Keywords
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