An Assessment of the Contribution of Log Linear Models to Marketing Research

Recent literature contains several expositions of the log-linear modeling (LLM) capability of analyzing multiway contingency tables. This method has been proposed as a way of overcoming the deficiencies of traditional models such as ordinary least squares and AID. In order to begin an assessment of the utility of LLM, we report the results of four applications, and then provide a rationale for these empirical findings by examining the different model structures.