Latent Structure Regression
The Handbook of Marketing Research: Uses, Misuses, and Future Advances, Rajiv Grover, Marco Vriens (eds.), Chapter 19, pp 394-417, 2006
24 Pages Posted: 11 Jun 2016
Date Written: 2006
Ordinary least squares (OLS), or multiple regression as it is also designated, is the most popular method in applied marketing research to summarize the relationship between a predesignated set of independent variables and a single dependent variable. To set the scene and establish notation for the subsequent exposition, we start to briefly summarize this well-known method.
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