ABSTRACT
Logistic regression analysis is a recognized technique for classifying individuals into two groups. Perhaps less known but equally important, polychotomous logistic regression (PLR) analysis is another method for performing classication. The purpose of this chapter is to present PLR analysis as a multigroup classication technique. I illustrate the technique using a cellular phone market segmentation study to build a market segmentation classication model as part of a customer relationship management, better known as CRM, strategy.
