Testing the impact of advertising on consumer repurchase propensity
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As a marketing manager for a large chain of coffee houses, you are interested in testing the
impact of advertising on consumer repurchase propensity; at this time, you are interested in
estimating the relationship between repurchase (i.e., whether a customer repur… Show more
impact of advertising on consumer repurchase propensity; at this time, you are interested in
estimating the relationship between repurchase (i.e., whether a customer repur… Show more
As a marketing manager for a large chain of coffee houses, you are interested in testing the impact of advertising on consumer repurchase propensity; at this time, you are interested in estimating the relationship between repurchase (i.e., whether a customer repurchased a given product or not) and advertising exposure (i.e., whether a customer saw a particular ad or not); the most appropriate statistical technique to reach this goal is (write-in the name of the technique).
