學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Logistic Regression
內容大綱
This technical note presents the reason for using a binomial logic regression in marketing applications. It is used in Darden's "Big Data in Marketing" course elective. The issues surrounding the use of a linear regression model when the dependent variable is a dummy variable are identified. A consumer-utility-based behavioral rationale is presented for the applicability of the binomial logistic regression for modeling dummy variables. Simulated and real data examples are used to present the mechanics of the logistic regression and the interpretation of the outputs. The relationship between odds ratio and the logistic regression probabilities are presented. Application areas such as brand choice and customer retention are discussed.