Multivariate Data

Analysis

Type of
Relationship
Dependence

Multi dependent
& Independent
Variable
Several
dependent
variable in single
relationship
One dependent
variabel I single
relationship

Interdependence

SEM

- Cannonical
Correlation,
- MANOVA
- Multiple
Regression,
- Conjoint
Analysis

Variables

Factor
Analysis

Cases
/
Respondents

Cluster
Analysis

Objects

MDS

Tools
Regression
Logistic Regression
Diskriminant Analysis
ANOVA
Conjoint Analysis
MANOVA
Canonical Correlationl
Simultaneous Equation
Structural equation modeling

Type of Data
Dependent
Independent
Variable
Variable
(metric)
(metric, non-metric)
(non-metric)
(metric, non-metric)
(non-metric)
(metric, non-metric)
(metric)
(non-metric)
(metric, non-metric) (non-metric)
(metric)
(non-metric)
(metric, non-metric) (metric, non-metric)
(metric)
(metric, non-metric)
(metric, non-metric) (metric, non-metric)

Cluster Analysis
Cluster

analysis or clustering is
the task of assigning a set of objects
into groups (called clusters) so that
the objects in the same cluster are
more similar (in some sense or
another) to each other than to those
in other clusters.
CA is an analytical techniques for
developing meaningful subgroups of
individuals or object

Research Question of CA
Taxonomy

description
Data Simplification
Relationship identification

Some Cases
You need to identify people with similar patterns of past
purchases so that you can tailor your marketing
strategies.
Youve been assigned to group television shows into
homogeneous categories based on viewer characteristics.
This can be used for market segmentation.
You want to cluster skulls excavated from archaeological
digs into the civilizations from which they originated.
Various measurements of the skulls are available.
Youre trying to examine patients with a diagnosis of
depression to determine if distinct subgroups can be
identified, based on a symptom checklist and results from
psychological tests.

Multidimensional
Scaling
Multidimensional

scaling (MDS) is a set of

related statistical techniques often used in
information visualization for exploring
similarities or dissimilarities in data. MDS is a
special case of ordination. An MDS algorithm
starts with a matrix of itemitem similarities,
then assigns a location to each item in Ndimensional space, where N is specified a
priori. For sufficiently small N, the resulting
locations may be displayed in a graph or 3 D
visualization.

Objective of MDS
To

transform consumer judgments of

similarity or preference into
distances represented in
multidimensional space.
The result is perceptual mapping
show the relative positioning of all
objects, but additional analysis are
needed to describe or assess which
attributes predict the position of
each object.

Research Question for

MDS
An

exploratory techniques to Identify

unrecognized dimensions affecting
behavior
A means of obtaining comparative
evaluations of objects when the
specific bases of comparison are
unknown or unidentified

 Cluster

analysis, like factor analysis and

multi-dimensional scaling, is an interdependence technique:
it makes no distinction between dependent and independent
variables. The entire set of interdependent relationships is
examined.
It is similar to multi-dimensional scaling in that both examine
inter-object similarity by examining the complete set of
interdependent relationships. The difference is that multidimensional scaling identifies underlying dimensions, while
cluster analysis identifies clusters.
Cluster analysis is the obverse of factor analysis. Whereas
factor analysis reduces the number of variables by grouping
them into a smaller set of factors, cluster analysis reduces
the number of observations or cases by grouping them into a
smaller set of clusters.