Imagine You Are a Brand Manager, and You Have a Variable

Multiple Choice

Imagine you are a brand manager, and you have a variable, "brand" that is coded 1/0: 1 if the consumer bought your brand, 0 if they bought some competitor brand. Which of the following uses of this variable is improper:

A) a t-test on a preference rating scale, using "brand" to define the groups
B) a regression using age, household size, and income to predict "brand"
C) a regression using "brand" to predict preference
D) a log linear model applied to a "brand" by gender cross-tab
E) a logit using age and income to predict "brand"