Suppose a regression model is estimated with Usage rate in number of visits to the Pinterest site per week (U) as the dependent variable. The independent variables are the attitudes towards cooking, social networks, sports and arts as described in the rows of the table above: CAR, KSN, OAS and AHD. AHD is omitted from the regression model since you must have one less dummy variable than levels of categories for the regression to run. Another categorical independent variable included is gender (male or female). The dummy variable for females is included and labeled FEM. The estimated equation is:

U = 13.5 - 2.7 CAR + 1.6 KSN - 5.4 OAS + 8.9 FEM

Discuss the regression analysis results in detail and whether it says the same thing about heavy usage of Pinterest, which the tabular analysis in Question (6) does. What does the regression analysis tell you about target segmentation strategy aimed at heavy users?