Alternative Direct Marketing
Linear Probability, Logit and
Bruce Ratner, Ph.D.
Direct marketers use response models to create lists of individuals most likely to respond to solicitations, thereby maximizing response rates. Despite their substantial reliance on models, direct marketers have some misunderstanding over the distinctions among the alternative response methods: Linear Probability, and Logit and Probit Models. The purpose of this article is to insure the proper use of these models by reviewing their theoretical and practical differences.
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