caa a22 4500 469067438 CHVBK 20180323132912.0 cr unu---uuuuu 170328e19920401xx s 000 0 eng 10.1007/BF00993990 doi (NATIONALLICENCE)springer-10.1007/BF00993990 Analysis of multiple response in marketing research: Estimating the degree of association [Elektronische Daten] [U. Umesh, Martin Tan, Donald Stem Jr.] Researchers often are forced to analyze nominally-scaled multiple response questions for which respondents have provided more than one response. A Multiple Index of Predictive Association (MIPA) is derived for estimating the effect of the independent variable on the dependent variable when one or both variables have multiple responses. MIPA is illustrated using demographic and preference data. The relevance of the Multiple Index of Predictive Association to marketing and its implications are discussed. Kluwer Academic Publishers, 1992 Multiple Index of Predictive Association nationallicence Multiple Response nationallicence Umesh U. Department of Marketing, College of Business and Economics, Washington State University, 99164-4730, Pullman, WA aut Tan Martin Washington State University, 99164-4730, Pullman, WA aut Stem Jr. Donald Department of Marketing, College of Business Administration, Washington State University, 99164-4730, Pullman, WA aut Marketing Letters Kluwer Academic Publishers 3/2(1992-04-01), 107-114 0923-0645 3:2<107 1992 3 11002 https://doi.org/10.1007/BF00993990 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF00993990 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Umesh U. Department of Marketing, College of Business and Economics, Washington State University, 99164-4730, Pullman, WA aut NATIONALLICENCE 700 1- Tan Martin Washington State University, 99164-4730, Pullman, WA aut NATIONALLICENCE 700 1- Stem Jr Donald Department of Marketing, College of Business Administration, Washington State University, 99164-4730, Pullman, WA aut NATIONALLICENCE 773 0- Marketing Letters Kluwer Academic Publishers 3/2(1992-04-01), 107-114 0923-0645 3:2<107 1992 3 11002 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer