Sasin Research Seminar - Hands-On Marketing Research: Modeling Fuel Efficiency in Vintage Cars Using Multiple Regression with Interactions

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Hands-On Marketing Research: Modeling Fuel Efficiency in Vintage Cars Using Multiple Regression with Interactions

By: Sameer Mathur, Ph.D. Carnegie Mellon University Date: Friday, December 12, 2025 Time: 12.00 – 13.00 Venue: Room 201 at Sasin School of Management or online via Zoom Register here to reserve your seat Abstract:Using the engaging and publicly available 1973–1974 Motor Trend vintage-car dataset, this hands-on session shows MBA students how multiple linear regression with interaction terms can generate powerful managerial insights into fuel efficiency (mpg). Through live demonstration (SPSS or R) and real-time interpretation, participants discover why a standard additive model often fails to answer common segmentation questions such as “Does the impact of a product feature on performance remain constant across all customer or product segments, or does it vary by context?” They then see how adding a single interaction term dramatically improves model fit and delivers clear, segment-specific recommendations that directly inform product design, positioning, pricing, and communication strategies. By the end, students gain both technical confidence in interaction models and the practical ability to translate regression output into actionable marketing decisions.   For more information please contact +66-2218-4000 ext. 84095 or [email protected].