I'm working on the below topic for my master thesis.
“Investigating the stages in a customer’s buying journey and determining the factors influencing the decision to switch between a retailer’s online sales channels – marketplace and own website.”
Considering this, my plan was to apply logit regression analysis on the channel choice of the customer (in this case “Marketplace” and “retailer’s own website”) as the dependent variable and the interaction between the independent variables “Age” and subjective norms (recommendation from peers, product reviews) for the three stages.
I’m struggling to ascertain if using the customer channel choice of either marketplace or own website be considered as the dependent variable. I have not used a Likert scale for this as this was a scenario-based survey. So, the respondents have chosen the channel they would use in every stage.
Could you please advise if using this choice as a dependent variable makes sense? And, if using Logit regression is the right way to go?
Also, how to calculate/analyze relative importance of the predictor variables (independent variables) in Logit Regression analysis?
It appears that your research question is not what you really want to study. Reformulate your research question and read the attached paper for an example.
Hello Harshita Sheshgiri, I think that is a fair enough research question from what you've said. Do you have a statistical person at your institute? Thanks
Deborah J Hilton Hi Deborah, thanks for the feedback. No, I don't have a statistical person specifically from my institute. This is an independent work.
Good morning. I understand fully as I've been doing independent work also. http://sites.google.com/site/deborahhilton/ Most of my work is on research gate though. I just try to work out the statistics myself also with textbooks I have here. If you had some specific questions I maybe able to answer for a nominal fee if you were wanting some reference material. Good luck. T-you.
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