Abstract
Experimental design utilizing current information-efficiency methods allowed the multinomial-logit modeling of home-improvement-center retailing choice among 105 Mexican-Americans in a major metropolitan area of the US (Stokes, Davis, and Koch 1995). The same research design was implemented with a comparison group OF 117 from the dominant culture in the same metropolitan area.
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Stokes, Maura E., Charles S. Davis, and Gary G. Koch (1995), Categorical Data Analysis Using the SAS System, SAS Institute, Caiy, NC.
Saegert, Joel, Robert J. Hoover, and Marye Tharp Hilger (1985), “Characteristics of Mexican-American Consumers”, Journal of Consumer Research, vol. 12 (1), Spring, pp. 104–109.
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© 2015 Academy of Marketing Science
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Peterson, M., Wurst, J. (2015). Multinomial-Logit Modeling of Mexican-Americans’ Choice Among International Home-Improvement-Center Retailers. In: Chebat, JC., Oumlil, A. (eds) Proceedings of the 1998 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17383-2_59
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DOI: https://doi.org/10.1007/978-3-319-17383-2_59
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17382-5
Online ISBN: 978-3-319-17383-2
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