### Variables and their many names

Many of the statistical procedures used by marketing researchers are based on “general linear models” (GLM). These can be categorised into univariate, multivariate, and repeated measures models. The underlying statistical formula is Y = Xb + e where Y is generally referred to as the “dependent variable”, X as the “independent variable”, b is the “parameters” to be estimated, and e is the “error” or noise which is present in all models (also generally referred to as the statistical error, error terms, or residuals). Note that both [READ MORE]