Improving the User Experience through Practical Data Analytics

Chapter 11

Will anybody buy? Logistic regression

Abstract

This chapter considers binary logistic regression. This is a regression analysis in which the Y (dependent variable) is binary. That is, the Y variable is not interval or ratio scale (such as a Likert scale), but a two-category variable. The two categories are usually recoded as “1” and “0,” in order to best be processed by a statistical software program. However, the two categories can be virtually anything, such as “adopted the search engine vs. did not do so,” “completed a task successfully or did not do so,” or, in the world of general database marketing, “responded to an offer (i.e., made a purchase) or did not respond to the offer.” In these situations, regular linear regression models ...