A movie production company wants to use analytics to decide which customers would choose to...

Logistic regression is a technique that can be used to model the probability of a binary outcome, such as choosing to watch or not watch a movie, based on one or more predictor variables, such as the characteristics of the movie and the customer’s viewing history. Logistic regression can help the business analysis professional to identify the factors that influence the customer’s decision and to estimate the likelihood of each customer’s preference. Logistic regression can also be used to test hypotheses and to evaluate the performance of the predictive model. References: [Guide to Business Data Analytics], page 55; [Business Data Analytics: A Practical Guide], page 93; [Introduction to Business Data Analytics: A Practitioner View], page 14.