SMA - 2

Discriminant
analysis
Group 2
 Discriminant
analysis
A technique for analysis of marketing
research data when the dependent variable
is non-metric and the independent variables
are metric
 Discriminant
analysis techniques

1 2
The First Category The Second Category

When the criterion variable When three or more

has two categories categories are involved

The two-group discriminant

Multiple discriminant
analysis
analysis
Example

A doctor could perform an analysis to

identify patients at high or low risk for
stroke.

The analysis might classify patients into

high- or low-risk groups, based on
personal attributes and/or lifestyle
behaviors
Purpose of
discriminant analysis
03 Determination: Contributions of
Variables

01 04
Development of discriminant
functions will best discriminate
Classification of cases
between the categories of the
criterion or dependent variable
(groups)

02 Examination: Significant differences 05 Evaluation of the accuracy

 Two-group
discriminant analysis
Ex: Test which factors affect the customers’ decision to visit our resort

Dependent variable:
Independent variable:
Resort visit decision
The customers’ decision Income, Age, Number
(qualitative variable
will be yes or no of family members, etc
with two categories:
(quantitative variable)
0 - no and 1 - yes)
 Multiple discriminant
analysis
Ex: Test whether income, age and number of family members
affect the amount spent on family vacation or not.

Dependent variable:
Three categories of the Independent variable:
Amount spent on family
amount spent on family Income, Age, Number
vacation (three
vacation: Low, Medium, of family members, etc
categories 1 - low, 2 -
High

medium, 3 - high)
 Do high, moderate, and low work rates

differ in terms of work satisfaction

Q1 level?
(DV: work rate / IV: work

satisfaction)

How are the high, moderate and low

Management
level of work rate affected by the

Q2 supportive level of colleagues?

(DV: work rate / IV: the support

level of colleagues)
How can the relationship with the

superiors be decided by your work

Q3 efficiency?
(IV: work efficiency / DV:

relationship with co-workers)

 Does the repurchase intention of KFC’s

customers differ in the way they

Q1 experience the service?

(DV: repurchasing intention / IV:

service quality)

Does the repurchase intention of KFC’s

Marketing
customers vary due to different cost

Q2 per meal?
(DV: repurchasing intention / IV:

price)
To what extent is the customer’s

satisfaction affected by the food

Q3 quality?
(DV: customer's satisfaction / IV:

food quality)
 Discriminant analysis Discriminant analysis: independent

to ANOVA and Regression variables for a large number of cases

Discriminant analysis is similar to regression

analysis and analysis of variance (ANOVA).
Regression analysis and ANOVA:
The principal difference: the nature of the
dependent variable dependent variable must be a
"continuous variable.

The mathematics of discriminant analysis are related very closely to the one-way ANOVA.

The classification (factor) variable in ANOVA: becomes the dependent variable in discriminant analysis

The dependent variables in ANOVA: become the independent variables in the discriminant analysis.
Thanks for
listening~
 Problem
01.
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02.
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Problem 123,456,789
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Theoretical
Framework
Overview
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Proponents
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Hypothesis

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 Quantitative Method

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Qualitative Method
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 2 out of 5
Write an explanation of the statistic.
Results
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 Results
25

20

15
Supported by data from Beal and
Harlow Research, January 2025
10

Visualize complicated and dense

5
information with graphs and charts.
These are visual aids that help add more
0
Item 1 Item 2 Item 3 Item 4 Item 5 context to the topic you are discussing.
 Item 5
20%
Item 1
20%
Results
Supported by data from Beal and
Harlow Research, January 2025

Item 4 Item 2
20% 20%

Visualize complicated and dense

information with graphs and charts. These
Item 3 are visual aids that help add more
20%
context to the topic you are discussing.
 Recommendations

Apply page animations Find the magic and fun

and transitions to your in presenting with
Write a subtopic Canva presentation to Write a subtopic Canva Presentations by
or any related emphasize ideas and or any related pressing C for confetti,
idea. make them even more idea. D for a drumroll, and O
memorable. for bubbles.
 References

1 3
Natural Science Edition 1 by The Great Evolution by Keel and
D.B. Stanley (Book) Briar Group (Research Paper)

2 4
The Circle of Life by Sari Our World by Beal and Harlow
Purdue (Article) Productions (Video)