1Assistant Professor–Marketing and Quantitative Techniques, IMI, Bhubaneswar, Odisha
2Former Professor, Department of Business Administration, Utkal University, Bhubaneswar, Odisha and Advisor, Mahendra Institute of Management and Technical Studies, Bhubaneswar, Odisha
The information available for managerial decision making has increased manifold in recent years. However, this information has to be ‘mined’ to derive knowledge out of it. Effective knowledge creation leading to innovative insights is essential for today's businesses to be more profitable, accurate and to offer higher-quality products using lesser manpower, thereby ensuring lower cost. Multivariate statistical techniques provide a useful tool to the marketer so as to convert the abundant information into productive knowledge, resulting in applicable consumer insights. This paper is a meta-analysis of one such multivariate technique viz. multiple regression analysis (MRA). This paper delves into the various stages of the statistical procedures of this technique so as to elucidate the nuances and concurrently applies it on cross-sectional customer satisfaction data collected from an MNC bank using the SERVQUAL instrument.
Multiple Regression Analysis, Variate, Coefficient of Determination (R2), F statistic, β coefficient
