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Marketing Research-Iacobucci,Churchill - Ch15

Marketing Research-Iacobucci,Churchill - Ch15

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Published by Sid Black

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Categories:Types, Business/Law
Published by: Sid Black on Nov 01, 2010
Copyright:Attribution Non-commercial

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10/04/2012

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1
Chapter 15
Data Analysis:
Basic Questions
© 2005 Thomson/South-Western
2
Choosing a Statistical Test
Number of
Variables
Univariate
Analysis
Multivariate
Analysis
One
Two
or More
3
Figure 1: Chart for ChoosingAmo ngSta tistical Tests
Level Meas Predictor(s)?
N/O: t-test or z-test,
ANOVA
I/R: Regression,
Conjoint
Level of Measurement?
N: Cluster analysis
O: Kendall¶s Coef of
Concordance
I: Factor analysis,
Cluster analysis,
MDS
Interdependence
Level of Measurement?
N/O: Cross-tabs
Chi-square
I/R: Correlation
Prediction
#Dep Vars?
1
0
Level Meas
Dep Var?
Level Meas Predictor(s)?
N: Contingency Coef,
Index Pred. Assoc,
Logit, z-test proportion
O: Spearman Rank Corr
(w ordinal dep var)
I: Discriminant Analysis
I/R
N/O
Level of Measurement?
N: Frequencies, %¶s,
Chi-square
O: Kolmogorov-Smirnov
I/R: means
Total# Vars?
2
1
3+

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