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A New Measure of Predictor Variable Importance in Multiple Regression

Paul E. Green, J. Douglas Carroll, Wayne S. Desarbo

Journal of Marketing Research · 1978 · Volume 15 · Issue 3

DOI: 10.1177/002224377801500305

Abstract

Ambiguity surrounds any importance measure in cases in which predictor variables are correlated. However, a new measure is proposed that has attractive properties, such as providing individual contributions that are both non-negative and sum to R 2 . The new measure is compared with four other commonly used measures and its advantages over each of them are pointed out.

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