Using the Logistic Regression model in supporting decisions of establishing marketing strategies

Abstract

This paper is about an instrumental research regarding the using of Logistic Regression model for data analysis in marketing research. The decision makers inside different organisation need relevant information to support their decisions regarding the marketing strategies. The data provided by marketing research could be computed in various ways but the multivariate data analysis models can enhance the utility of the information. Among these models we can find the Logistic Regression model, which is used for dichotomous variables. Our research is based on explanation the utility of this model and interpretation of the resulted information in order to help practitioners and researchers to use it in their future investigations.