2003
DOI: 10.1509/jmkr.40.3.366.19237
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Negative Consequences of Dichotomizing Continuous Predictor Variables

Abstract: Marketing researchers frequently split (dichotomize) continuous predictor variables into two groups, as with a median split, before performing data analysis. The practice is prevalent, but its effects are not well understood. In this article, the authors present historical results on the effects of dichotomization of normal predictor variables rederived in a regression context that may be more relevant to marketing researchers. The authors then present new results on the effect of dichotomizing continuous pred… Show more

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Cited by 359 publications
(263 citation statements)
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“…Nevertheless, based on the coefficients of determination, the weekly exercise-volume shared 9.1% and 4.3% of variance with these measures that warranted the further investigation via high-and low exercise-volume grouping. While dichotomization is often criticized in the literature (e.g., Irwin & McClelland, 2003), recent re-evaluations show that the practice proves to be robust and reliable (Iacobucci, Posavac, Kardes, Schneider, & Popovich, 2015a, 2015b. Further, we used the method suggested by Gelman and Park (2008), that may be the most reliable means of dichotomization.…”
Section: Discussionmentioning
confidence: 99%
“…Nevertheless, based on the coefficients of determination, the weekly exercise-volume shared 9.1% and 4.3% of variance with these measures that warranted the further investigation via high-and low exercise-volume grouping. While dichotomization is often criticized in the literature (e.g., Irwin & McClelland, 2003), recent re-evaluations show that the practice proves to be robust and reliable (Iacobucci, Posavac, Kardes, Schneider, & Popovich, 2015a, 2015b. Further, we used the method suggested by Gelman and Park (2008), that may be the most reliable means of dichotomization.…”
Section: Discussionmentioning
confidence: 99%
“…For additional problems associated with dichotomization of continuous scores see studies by J. Cohen (1983), Irwin andMcClelland (2003), andMacCallum, Zhang, Preacher, andRucker (2002).…”
Section: Ega and Group Assignmentmentioning
confidence: 99%
“…We thank Peter Vorderer for his collaboration in Study 1 (see also Hartmann & Vorderer, 2010) Cohen, 1983;Irwin & McClelland, 2003), we favored a moderated regression over an ANOVA in order to avoid dichotomization of the empathy variable based on a median split. In the moderated regression, we examined simple slopes by applying the SPSS macro offered by O'Connor (1998).…”
Section: Author Notesmentioning
confidence: 99%