THE USE OF REGRESSION ANALYSIS IN MARKETING RESEARCH

The purpose of the paper is to illustrate the applicability of the linear multiple regression model within a marketing research based on primary, quantitative data. The theoretical background of the developed regression model is the value-chain concept of relationship marketing. In this sense, the authors presume that the outcome variable of the model, the monetary value of one purchase, depends on the clients’ expectations regarding seven dimensions of the company’s offer. The paper is structured in two parts. In the first part, a brief literature review enumerates the main multivariate data analysis methods used in marketing research and describes the general linear multiple regression model and its assumptions. The second part explains a set of procedures specific for the regression analysis.