A Marketer's Guide to Log-Linear Models for Qualitative Data Analysis
Journal of Marketing 44(3):40, 1980
12 Pages Posted: 21 Apr 2016
Date Written: December 1979
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.
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