J. Joseph Cronin jr and Steven J. Skinner (1984), ‘Marketing Outcomes, Financial Conditions, and Retail Profit Performance’, Journal o f Retailing, 60 (4), Winter, pp. 9-22

Journal of Retailing 9

Journal of Retailing

Journal of Retailing

Marketing Outcomes, Financial Conditions, and Retail Profit

Journal of Retailing

TABLE l

Marketing Outcomes, Financial Conditions, and Retail Profit

TABLE 2

1 In order to ascertain whether data pooling was appropriate, a test for homogeneity of variance across the firms and time periods was performed as suggested by Maddala (1977, pages 320-333). The calculated F-values ranged from - 1.35 to - 1.70, failing to achieve statistical significance ip < .05). Therefore, the regression coefficients are not significantly different across firms and time periods and pooling of the data is appropriate (Maddala 1977).