Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

تمرين 12

The marketing manager of Crystallo Bottling Company is considering multiple regression analysis with the number of cartons per shipment and the size of cartons as predictor variables and transportation costs as the dependent variable (refer to the previous two problems). He has devised the following regression equation:
Y = 23.95 X 1 + 24.44 X 2 - 41.44
Where X 1 is the number of cartons per shipment and X 2 is the size of the cartons.
a. Interpret each of the values in the regression equation.
b. Is multiple regression appropriate in this situation If yes, why If no, why not
Use the AFC member survey (Figure 18.1), codebook (Figure 18.3), and data to perform the analyses in Problems 9 through 15. The data are available in raw form ("AFC.txt") or as an SPSS data file ("AFC.sav") at www.cengage.com/marketing/churchill.