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Multiple Regression is a statistical technique used in modeling in which you develop a formula that explains the relationship between several variables in explaining customer behavior. Multiple regression is an extension of simple linear regression. It is used when we want to predict the value of a variable based on the value of two or more other variables. The variable we want to predict is called the dependent variable (or sometimes, the outcome, target or criterion variable). The general purpose of multiple regression (the term was first used by Pearson, 1908) is to learn more about the relationship between several independent or predictor variables and a dependent or criterion variable. For example, a real estate agent might record for each listing the size of the house (in square feet), the number of bedrooms, the average income in the respective neighborhood according to census data, and a subjective rating of appeal of the house. Once this information has been compiled for various houses it would be interesting to see whether and how these measures relate to the price for which a house is sold. For example, you might learn that the number of bedrooms is a better predictor of the price for which a house sells in a particular neighborhood than how “pretty” the house is (subjective rating). You may also detect “outliers,” that is, houses that should really sell for more, given their location and characteristics.

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