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Multilevel modeling for marketing: a primer

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Recent marketing literature relies more and more on multilevel models. Yet, this method, which applies to data structured in levels (e.g., consumers, nested within stores, themselves nested within retailers), is not straightforward to understand and to implement. Through a marketing example, the present text introduces the reader to the objectives, interest and limits of multilevel modeling. [PUBLICATION ABSTRACT]

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									                                                                                           Recherche et Applications en Marketing, vol. 23, n° 1/2008




                          Multilevel modeling for marketing: a primer

                                                           Jean-Claude Ray
                                                                 Professor
                                                             Nancy 2 University
                                                          BETA, UMR CNRS N°7522


                                                               Daniel Ray
                                                              Associate professor
                                                       Grenoble School of Management
                                                         Institute of Customer Equity



ABSTRACT

    Recent marketing literature relies more and more on multilevel models. Yet, this method, which applies to data structured i
								
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