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August 1, 1978Journal of Marketing Research47 citations

A New Measure of Predictor Variable Importance in Multiple Regression

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PGPaul E. GreenJCJ. Douglas CarrollWDWayne S. DeSarbo

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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 R2. 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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Cite This Study

Green et al. (1978) studied this question.

synapsesocial.com/papers/6a0fe104fa36b6e053fcfd33https://doi.org/10.2307/3150583
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