What Does the Regression Model Indicate?

September 15, 2014
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I just returned from two of the best marketing research conferences out there, ESOMAR and WAPOR, and was flipping through the notebook of rants and raves that I create as I listen to speakers. Interestingly, even at these conferences, where the best of the best speak, I heard a certain phrase repeatedly.

“The regression model indicated…”
“The data indicated…”
“The results indicated…”

Well you know what? The data indicated absolutely nothing. Zip. Zilch. Zero.

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