This chapter provides an overview of regression analysis techniques used in marketing research. It discusses bivariate regression, which uses two variables, and multiple regression, which uses more than two variables. The key aspects covered include: - Bivariate regression predicts one variable based on another using a straight-line equation. - Multiple regression extends this to use multiple independent variables to predict a single dependent variable, forming a regression plane. - Assumptions of regression analysis include independence of variables and preserving straight-line properties when adding variables. - The chapter serves as a basic introduction and regression requires further in-depth study.