Methodological rigor of ordinary least squares regression studies in mainstream marketing: An assessment of research reported in the Journal of Marketing
New Challenges to International Marketing
ISBN: 978-1-84855-468-9, eISBN: 978-1-84855-469-6
Publication date: 6 March 2009
Abstract
We searched JM from 1990 to 2005 to identify all studies that employed OLS regression.1 The search resulted in 83 articles with 147 OLS regressions. Many authors specifically state that they used OLS and these were promptly included in the sample. Other authors acknowledged regression as a methodological procedure without explicitly specifying an estimation technique. To inquire whether OLS was used, we communicated with all of these authors. In all, 51 authors were contacted, with 44 responding. Of the 44 that responded 43 had used OLS; the only exception was subsequently excluded from the analysis. The remaining seven articles were checked once more, and consensus was reached that OLS had most likely been used. Therefore, they were also included in the study.
Citation
Seyda Deligonul, Z., Chabowski, B.R., Seggie, S.H., Xu, S. and Tamer Cavusgil, S. (2009), "Methodological rigor of ordinary least squares regression studies in mainstream marketing: An assessment of research reported in the Journal of Marketing", Sinkovics, R.R. and Ghauri, P.N. (Ed.) New Challenges to International Marketing (Advances in International Marketing, Vol. 20), Emerald Group Publishing Limited, Leeds, pp. 389-418. https://doi.org/10.1108/S1474-7979(2009)0000020017
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited