Using Multiple Regression for Site Selection: A Marketing Exercise That Uses Secondary Data to Prioritize Areas for New Construction Efforts

Abstract

Poor location choices often cause large financial liabilities, which is why retailers, manufacturers, distributors and service providers have systematic site selection procedures. Nevertheless, a recent request to ELMAR shows that marketing educators lack practical exercises whereby they can teach site selection. Thus, based upon literature showing that major companies should use regression approaches, a student project was developed using actual data. Besides showing how regressions can be used to predict success of “virgin sites,” as done by others in the academic literature, a unique way to use the difference between actual and predicted values to prioritize expansion efforts is provided.

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