Store brand sales are affected negatively by the name brand sales. When the price of store brand pencils goes up, there will be a reduction in sales. When the price of the name brand pencils goes up, there will be an increase in the store brand sales.
Imagine you are a marketing director at a large office supply chain. You’ve been asked to analyze sales of your store brand pencils compared to a name brand of pencils. You’ve gathered sales data and performed a linear regression in Excel. How would you begin to interpret the results if there is a negative coefficient for the store brand pencils and a positive coefficient for the name brand pencils?
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