Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 9

The chancellor of Enormous State University (ESU) has decided that ESU needs to develop a new marketing plan in order to attract the best students. The objective is to attract students who will have the best chance of graduating within four years of their matriculation. The administration has assigned you, the associate vice chancellor, the responsibility for carrying out this project. You have decided that, as part of the research to be performed in designing the new marketing plan, it would be helpful to know what, if any, characteristics possessed by high school seniors are associated with success in college. You decide that a multiple regression approach seems to be the way to proceed. Your task is simplified by the existence of a large, comprehensive database that contains the results of several broad-based surveys of high school seniors, many of whom later attended ESU. However, you know that simply mining the database is not likely to be much help. Accordingly, your first task is to develop a theory of why students succeed in college. After explaining your theory, specify the dependent variable and predictor variables that you will use in the regression equation. How serious a problem is muilticollinearity in the data likely to be, given your objective