search query: @indexterm market research / total: 2057
reference: 531 / 2057
| Author: | Katrichis, J. |
| Title: | The conceptual implications of data centering in interactive regression models |
| Journal: | Journal of the Market Research Society
1993 : APR, VOL. 35:2, p. 183-192 |
| Index terms: | MARKET RESEARCH MODELS REGRESSION ANALYSIS |
| Language: | eng |
| Abstract: | Recently Yi (1989) has suggested a mean centering approach as a means of overcoming the problem of arbitrary scales and standardising the interpretation of main and interactive effects in multiplicative regression models. Through the use of a simple example, it is shown that the technique produces systematically biased estimates of main effects. Implications for scale construction and testing of interactive effects are discussed. Suggestions are made as to how to deal with interactive models in marketing research. |
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