An Assessment of the Contribution of Log Linear Models to Marketing Research
评估了对数线性模型在分析多维列联表方面的能力，通过四个应用案例报告结果，并基于模型结构差异解释实证发现，对营销研究者判断是否采用该方法有参考价值。
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.