Regression Analysis It is a statistical tool which enables a researcher to estimate or predict the v alues of unknown variables from the

known values of another variable, i.e. we ca n say that with the help of regression analysis, a marketing researcher is able to determine the average probable change in one variable given a certain amount of change in another variable. For example: If a marketer has got the values on advertising expenditure with re gard to a company s product, he can predict the amounts of sales corresponding to ea ch advertising expenditure or vice versa. The regression analysis enables us to find the cause and effect relationship bet ween variables