Vanhonacker, Wilfried R.; Day, Diana - In: Marketing Science 6 (1987) 3, pp. 254-267
might require reverse regression to ensure unbiasedness of the estimated effects. In contrast to direct regression used … exclusively in marketing research, reverse regression first estimates the effect of the endogenous variable on those correlates … paper discusses the reverse regression approach relying on recently published analytic results. A statistically powerful and …