# Preference regression

**Preference regression** is a statistical technique used by marketers to determine consumers’

## Application

Starting with raw data from surveys, researchers apply positioning techniques to determine important dimensions and plot the position of competing products on these dimensions. Next they regress the survey data against the dimensions. The independent variables are the data collected in the survey. The dependent variable is the preference datum. Like all regression methods, the computer fits weights to best predict data. The resultant regression line is referred to as an ideal vector because the slope of the vector is the ratio of the preferences for the two dimensions.

If all the data is used in the regression, the program will derive a single equation and hence a single ideal vector. This tends to be a blunt instrument so researchers refine the process with

## Alternative methods

## See also

- Marketing
- Product management
- Positioning (marketing)
- Marketing research
- Perceptual mapping
- Multidimensional scaling
- Factor analysis
- Linear discriminant analysis#Marketing
- Preference-rank translation

## References

- Park, S. T.; Chu, W. (2009). "Pairwise preference regression for cold-start recommendation".
*Proceedings of the third ACM conference on Recommender systems - RecSys '09*. p. 21.ISBN 9781605584355. - Jarboe, G.R.; McDaniel, C.D.; Gates, R.H. (1992). "Preference regression modeling of multiple option healthcare delivery systems".
*Journal of Ambulatory Care Marketing*, 5(1), p.71-82.