Multilevel, Hierarchical Linear Models and Marketing - This Is Not Your Adviser's OLS Model

Review of Marketing Research, Vol. 2, pp. 203-227, 2006

25 Pages Posted: 22 Nov 2015 Last revised: 19 Feb 2016

See all articles by James L Oakley

James L Oakley

University of North Carolina (UNC) at Charlotte

Dawn Iacobucci

Vanderbilt University - Marketing; Vanderbilt University - Marketing

Adam Duhachek

Indiana University Bloomington

Date Written: 2006

Abstract

This chapter provides an introduction to hierarchical linear modeling (HLM) for marketing researchers. We begin by motivating why one might use HIM models, describing what they are and what research questions they can address. We then describe the techniques. We illustrate the models on a small data set, and we instruct potential adopters on how to fit the models via existing software so that the reader should he able to reproduce the results we present in this chapter. We also present findings from a larger, real data set to illustrate the substantive insights that may be gleaned from these models.

Suggested Citation

Oakley, James L and Iacobucci, Dawn and Iacobucci, Dawn and Duhachek, Adam, Multilevel, Hierarchical Linear Models and Marketing - This Is Not Your Adviser's OLS Model (2006). Review of Marketing Research, Vol. 2, pp. 203-227, 2006, Available at SSRN: https://ssrn.com/abstract=2693786

James L Oakley

University of North Carolina (UNC) at Charlotte ( email )

9201 University City Boulevard
Charlotte, NC 28223
United States

Dawn Iacobucci (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Adam Duhachek

Indiana University Bloomington ( email )

Dept of Biology
100 South Indiana Ave.
Bloomington, IN 47405
United States

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