Multi-collinearity making brand metrics simpler

Date of this Version

April 2005

Document Type

Journal Article

Publication Details

Holden, S.J.S. (2005) Multi-collinearity making brand metrics simpler. PBIRG Perspective, Vol. 7, Iss. 1, Spring 2005, pp. 10-11.

The full-text of this article is available online via the PBIRG website.

Copyright © 2005 PBIRG.


For most researchers, multi-collinearity is a disaster. More disturbingly, for many researchers, it is a bit of a mystery. For some, multi-collinearity is understood to be a problem, and something we would prefer to avoid. Here however, I will argue that multi-collinearity is not a problem, it is reality; and it can be our friend if we are open to its implications.

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