摘要：The purpose of the paper is to illustrate the applicability of the linear multiple regressionmodel within a marketing research based on primary, quantitative data. The theoreticalbackground of the developed regression model is the value-chain concept of relationshipmarketing. In this sense, the authors presume that the outcome variable of the model, themonetary value of one purchase, depends on the clients’ expectations regarding sevendimensions of the company’s offer. The paper is structured in two parts. In the first part, a briefliterature review enumerates the main multivariate data analysis methods used in marketingresearch and describes the general linear multiple regression model and its assumptions. Thesecond part explains a set of procedures specific for the regression analysis.
关键词：Linear Multiple Regression; Marketing Research; Multivariate Data Analysis;Methods; Relationship Marketing
