An Assessment of the Contribution of log Linear Models to Marketing Research
作者评估了对数线性模型在营销研究中的贡献。对数线性模型是一种分析多维列联表的统计方法，被提出用于克服普通最小二乘法和AID等传统模型的缺陷。作者报告了四个应用案例的结果，并通过考察不同模型结构，为这些实证发现提供了理论依据。
Recent literature contains several expositions of the log-linear modeling (LLM) capability of analyzing multiway contingency tables. This method has been proposed as a way of overcoming the deficiencies of traditional models such as ordinary least squares and AID. In order to begin an assessment of the utility of LLM, we report the results of four applications, and then provide a rationale for these empirical findings by examining the different model structures.