Back to matchesWe found a matchYour institution may have access to this item. Find your institution then sign in to continue.TitleOn the Analysis of Interactions in Marketing Research Data.AuthorsGreen, Paul E.AbstractThis article discusses a number of topics related to the interpretation of interaction in experimental designs. A common set of data is used to illustrate the techniques, and implications for marketing experiments are considered.SubjectsMARKETING research; EXPERIMENTAL design; CONSUMER behavior research; SCALING (Social sciences); PSYCHOMETRICS; MULTIPLE regression analysis; FACTORIAL experiment designs; ANALYSIS of variance; DATA analysis; MARKET surveys -- Design &; constructionPublicationJournal of Marketing Research (JMR), 1973, Vol 10, Issue 4, p410ISSN0022-2437Publication typeArticleDOI10.2307/3149389