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SMU Marketing Research Ch-11

SMU Marketing Research Ch-11

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UNIT 11 DATA ANALYSIS
Structure
11.1 IntroductionObjectives11.2 Descriptive statistics11.3 Univariate tests11.4 Discriminant analysis11.5 Correlation Analysis of variance and covariance11.6 Linear regression analysis11.7 Logistic regression analysis11.8 types of factor analysisExploratory factor analysisConfirmatory factor analysis11.9Cluster analysis11.10Multidimensional scaling techniques11.11Conjoint analysis11.12Summary11.13 Glossary11.14 Terminal Questions11.15 Answers11.16 Case Study
11.1 INTRODUCTION
In the previous unit, you must have learnt the concept of central tendencyand their measures. Further you have studied the measures of dispersion.In the end you have learnt various analysis like bivariate analysis and
Sikkim Manipal UniversityPage No. 1Marketing ManagementUnit 1
 
multivariate analysis. Now you will focus on Data analysis concept in moredetail.Data analysis is a process of designing, inspection, cleaning, conversionand modification of the data in such a way so that the objective of collectingrelevant information can be achieved. There are multiple of facets,techniques and approaches of data collection like descriptive statistics,linear regression analysis, ANOVA, structural equation model, factor analysis, cluster analysis, conjoint analysis and multidimensional scalingtechniques.In this unit you will learn the types of multivariate analysis which includesdiscriminant, factor, cluster, conjoint and multidimensional analysis. Further you will learn the classification of factor analysis in two ways: exploratoryand confirmatory factor analysis.
Objectives
 After studying this unit, you should be able to:
describe the descriptive statistics
learn the univariate, multivariate and discriminant analysis
know about ANOVA, linear and logistic regression analysis
trace out the factor, cluster and conjoint analysis
aware about the multidimensional scaling techniques
CASELETRegression Analysis
Our client, a regional manufacturer, approached SQPS with arequest to analyze historical data. From the analysis, our client wasinterested in identifying relationships among variables and to be ableto predict some response variables given the values of independentvariables. There were 21 independent variables and a response(Throughput).
Approach
Our approach can be summarized as follows:
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A team consisting of the client's continuous improvementassociates was assembledHistorical data was reviewed to ensure accuracy, validity andcompletenessSome data transformation was conductedCorrelation analysis was performed to identify relationshipsamong independent variablesStepwise regression was run to develop a prediction formulaPrediction formula was verified using other raw data
Results
The results showed thatRelationships among independent variables were identified.highly correlated variables were examined as we only neededone of each pair for the prediction modelA prediction model for "Throughput" was estimated with R-Sq of 88%. This means that 88% of the variability in the "Throughput"data was explained by the effect of the model. This was a veryreliable prediction model.Source: http://www.shraimqps.com/Resources/case_study2-reg.htm
11.2 DESCRIPTIVE STATISTICS
Descriptive statistics is the process which describes the features or characteristics of the data. This method further helps in making the analysisfor the violations of the assumptions of statistical techniques. Descriptiveanalysis also traces out the specific research questions. In this method, lotof advance statistical tests are used which are very sensitive to dataviolation. These tests further create a clear picture in the mind of researcher to track the exact position of the violation of data.Descriptive statistics method is used for both categorical and continuousvariables. It is applicable to SPSS kind of programmes also. This statisticsgive information related to the frequency and percentages. For example: for a single variable how many times a specific data happen like number of males and females respondents. For continuous variables, descriptive data
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