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Weighting aggregated data by known population sizes

You regress a per-region average outcome (say average customer spend) on regional characteristics. Each region's average is computed over its population PiP_i, which ranges from tiny rural regions to huge metros. A region's average has variance roughly σ2/Pi\sigma^2 / P_i.

Explain how you would fit this, why an unweighted regression is inefficient, and what weighting achieves.

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