An Introduction of Dominance Analysis in the Personal Selling Context

Abstract
Conducting relative importance analysis assists the researcher who is using multiple regression for prediction and theory testing purposes. Relative importance refers to the proportionate contribution each predictor makes to R2 taking into consideration both its individual effect and its effect when shared with the other variables in a regression equation (Budescu 1993). In sales and marketing research it is often useful to examine which...
Paper Details
Title
An Introduction of Dominance Analysis in the Personal Selling Context
Published Date
Oct 8, 2014
Pages
116 - 116
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