A Marketer'S Guide to Log-Linear Models for Qualitative Data Analysis
简要介绍对数线性模型的开发和使用，讨论筛选效应、卡方统计量分解、逐步程序及模型拟合与选择的研究，并分析模型内在模糊性对营销应用的潜在问题。
This article presents a brief description of the development and use of log-linear models. Current research in areas of screening effects, partitioning chi-square statistics, stepwise procedures, and model fitting and selection is discussed. An analysis of inherent model ambiguities is provided, identifying potential problem areas for marketing applications.