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 classification. The purpose of this chapter is to present PLR analysis as a multi-group classification technique. I will illustrate the technique using a cellular phone market segmentation study to build a market segment classification model as part of a customer relationship management strategy, better known as CRM.
