Where does the logistic regression analysis stand in marketing literature?

Abstract

Purpose -The objective of this article is to determine the usage and application of logistic regression analysis in the marketing literature by comparing the market positioning of prominent marketing journals. Design/methodology/approach -In order to identify the logistic regression applications, those journals having "marketing" term in their titles and indexed by the social citation index (SSCI) were included. As a result, the target population consisted of 12 journals fulfilling the criteria set. However, only eight of these that were accessible by the researchers were included in the study. Findings -The classification of marketing articles from the chosen prominent marketing journals were made by journal title, article topic, target population, data collection method, and study location has mapped the position of logistic regression in the marketing literature.Research limitations/implications -The sample journal coverage was limited with 12 marketing journals indexed in SSCI. In some of the journals utilized, the accessibility was limited by the electronic database year coverage. Due to this limitation, the researchers could not reach the exact number of articles using logistic regression. Originality/value -The results of this study could highlight what is researched with logistic regression about marketing problems and may shed light on solving different problems on marketing topics for the future.

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