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# Dr.

CIT 6093 ARKANSAS STATE UNIVERSITY
Department of Computer & Information Technology

Chapter One

Fall 2005

OBJECTIVES
INTRODUCTION MULTIVARIATE ANALYSIS TECHNIQUES AREAS OF APPLICATION MUTIVARIATE ANALYSIS ON COMPUTER

INTRODUCTION
Marketing Research Began in the Early 1950s
Variables is any Construct or Property Free to Vary ... It can be Identified or Measured

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INTRODUCTION
Variables Analyzing Method

## Control Tendency Variability Confidence Intervals Hypothesis Testing

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INTRODUCTION
Powerful Tools in Multivariate Statistic
Discover Patterns of Relationship among Variables

Multivariate Analysis used for Econometric Data from the Market Place
Dollar Sales, Market Shares, Computer Data, Demographics, Disposable Personal Income, Retail Sales, GDP.

## MULTIVARIATE ANALYSIS TECHNIQUES

The Techniques can Analyze the Interrelationships Among Many Variables Most Techniques Identifies Patterns of Similarities It Estimate the Relative Importance of Several Variables

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## MULTIVARIATE ANALYSIS TECHNIQUES

Two Major Types of Methods
Dependence Independence

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## MULTIVARIATE ANALYSIS TECHNIQUES

Dependence Techniques
Variable Researchers Want to Predict, Explain, or Understand Examples: Total Dollar Sales, Overall Product or Service Evaluation, Preference Ratings, Market Share % When It is Best to Apply a Dependence Techniques? One of the Available Variables Represents Something of Particular Interest in a Project
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## MULTIVARIATE ANALYSIS TECHNIQUES

Independence Techniques
All Variables are Independent Variable If Free to Vary and Approx Equal in Importance Useful in Identifying Market Segments , which Consist of Group of People or Companies

AREAS OF APPLICATION

## Two Most Useful Categories of Application

Functional Areas Marketing Topics

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AREAS OF APPLICATION
Functional Areas
Used in the Areas of
Product and Service Design and Evaluation Pricing Studies and Simulations Advertising Copy Platform Development Evaluation of Advertising Effectiveness Customer Satisfaction Studies

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AREAS OF APPLICATION
Marketing Topics
Used in the Areas of
Determine the Relative Importance of Product Finding the Optimum Combination of Profuct Predicting Market Share Estimating a Demand Curve Identifying Market Segments Constructing Positioning Maps

## MULTIVARIATE ANALYSIS OF COMPUTER

Multivariate Techniques Required Digital Computer and Programmed Software Packages
Untrained and Inexperienced People can Carryout Complicated Statistical Analysis Software Packages are used as Algorithms are very Complex