A New Measure of Predictor Variable Importance in Multiple Regression
Journal of Marketing Research 15(3), 356-360, 1978
5 Pages Posted: 21 Feb 2016
Date Written: 1978
Ambiguity surrounds any importance measure in cases in which predictor variables are correlated. However, a new measure is proposed that has attractive properties, such as providing individual contributions that are both non-negative and sum to R2. The new measure is compared with four other commonly used measures and its advantages over each of them are pointed out.
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