Content Type:

Glossary

Share Print

Multiple regression analysis Definition

Statistical procedure that studies multiple independent variables simultaneously to identify a pattern or patterns. See also regression analysis.

Multiple regression analysis is a statistical technique used to understand the relationship between a dependent variable and two or more independent variables. In market research, it helps identify and quantify the impact of multiple factors on outcomes like customer satisfaction, sales or purchase intent, allowing researchers to assess which factors are most influential.

Who relies on multiple regression analysis in market research?     

Market researchers, data analysts, brand managers, product developers and business strategists rely on multiple regression analysis to analyze complex data, uncover drivers of consumer behavior and predict outcomes. It is especially valuable for those who need to make data-driven decisions based on multiple influencing factors.

What are key aspects of multiple regression analysis in market research?               

Key aspects include:

• Independent and dependent variables: Examines how multiple independent variables affect a single dependent variable.
• Coefficient estimation: Calculates the impact of each variable, providing insight into its influence.
• Model fit: Uses measures like R-squared to assess how well the model explains the variance in the dependent variable.
• Multicollinearity check: Ensures that independent variables are not highly correlated, which could distort results.
• Predictive capability: Enables researchers to predict outcomes by adjusting variable values.

Why is multiple regression analysis important in market research?              

Multiple regression analysis is important because it allows researchers to understand the relative impact of several factors on a single outcome. This insight is crucial for identifying key drivers of consumer behavior, optimizing marketing strategies and making informed business decisions based on which variables have the strongest influence on desired outcomes.

How do market researchers use multiple regression analysis?        

Market researchers use multiple regression analysis to evaluate how various factors – such as price, brand perception and product features – affect consumer decisions. They analyze the coefficients to identify which variables are most impactful, enabling targeted strategy adjustments. This technique helps predict outcomes, segment customers and optimize campaigns by understanding the primary drivers behind consumer behavior.