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

ISSN: 1474-7979

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

Z. Seyda Deligonul, Brian R. Chabowski, Steven H. Seggie, Shichun Xu and S. Tamer Cavusgil (2009). 'Methodological rigor of ordinary least squares regression studies in mainstream marketing: An assessment of research reported in the Journal of Marketing', in Rudolf R. SinkovicsPervez N. Ghauri (ed.) New Challenges to International Marketing (Advances in International Marketing, Volume 20). Emerald Group Publishing Limited, pp. 389-418

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DOI

: https://doi.org/10.1108/S1474-7979(2009)0000020017

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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