A Comparison of Two Logit Models in the Analysis of Qualitative Marketing Data

Abstract

The authors compare the application of two logit models for the analysis of qualitative marketing data. A weighted least squares logit model is compared with a maximum likelihood logit model different from that mentioned by Green et ai. Empirical applications are used to compare the models. Suggestions are presented for interpreting and reporting the results of logit-type models, with special attention to interaction effects.