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Published in:
2015 | OriginalPaper | Chapter
Data analysis and results
Author : Stefanie Weiß
Published in: Determinants of Private Label Attitude
Publisher: Springer Fachmedien Wiesbaden
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Chapter 4 introduces the results of the data analysis using the multiple regression technique, starting with a general description of respondents’ demographic profiles, followed by the key results and SPSS output of the analysis. Checking for outliers and a possible violation of assumptions is intended to account for any potential biases resulting from methodological deficiencies. Lastly, the potential influence of extraneous and moderator variables on consumers’ attitudes towards private label brands is analyzed.