An Analysis of Second-Order Interaction in Multidimensional Contingency Tables.

This article analyzes the second-order interaction in multidimensional contingency tables in marketing research. THe author examines the introduction of chi-square analysis in marketing research as well as the use of chi-square to study three-dimensional contingency tables. The author also examines the association of the three attributes of multidimensional contingency tables. The author suggests that these complex techniques are needed to examine the more complicated relationships that exist between marketing and consumers.