3. Marketing Research Approaches to Demand Estimation Consumer Surveys data from survey questions Observational Research data from observed behavior Consumer Clinics data from laboratory experiments Market Experiments data from real market tests
8. Regression Analysis Regression Line: Line of Best Fit Regression Line: Minimizes the sum of the squared vertical deviations (et) of each point from the regression line. Ordinary Least Squares (OLS) Method
29. Problems in Regression Analysis Multicollinearity: Two or more explanatory variables are highly correlated. Heteroskedasticity: Variance of error term is not independent of the Y variable. Autocorrelation: Consecutive error terms are correlated.
40. Getting Started Install the Analysis ToolPak add-in from the Excel installation media if it has not already been installed Attach the Analysis ToolPak add-in From the menu, select Tools and then Add-Ins... When the Add-Ins dialog appears, select Analysis ToolPak and then click OK.
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42. Entering Data Data on each variable must be entered in a separate column Label the top of each column with a symbol or brief description to identify the variable Multiple regression analysis requires that all data on independent variables be in adjacent columns
44. Running the Regression Select the Regression tool from the Analysis ToolPak dialog From the menu, select Tools and then Data Analysis... On the Data Analysis dialog, scroll down the list of Analysis Tools, select Regression, and then click OK The Regression tool dialog will then be displayed
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47. Select the Data Ranges Type in the data range for the Y variable or select the range on the worksheet Type in the data range for the X variable(s) or select the range on the worksheet If your ranges include the data labels (recommended) then check the labels option
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49. Select an Output Option Output to a selected range Selection is the upper left corner of the output range Output to a new worksheet Optionally enter a name for the worksheet Output to a new workbook And then click OK