DATA ANALYSIS AND Bivariate analysis

REPORT WRITING
 BIVARIATE ANALYSIS
It is a type of statistical analysis with two variables
One variable is Dependent, the other one is Independent
It helps in understanding the relationship between two variables at the same time
also knowing the strength of their relationship
It is useful while testing hypotheses.
It is one of the simplest forms of statistical analysis, which is used to find out if there
is a relationship between two sets of values
 CROSS TABULATIONS
Frequency distribution works on a
single variable at a time. Gender
Row
Cross tabulation works on two variables Internet Usage Male Female Total
at the same time.
Light (1) 5 10 15
It results in a particular table thereby
Heavy (2) 10 5 15
reflecting the joint distribution of more
than two variables.
Column Total 15 15
 PERCENTAGE ANALYSIS
It is a simple way of presenting the data Age Frequency Percent
Less than 20 203 17.9
One of the most common and easiest
ways to represent statistical data 20 - 40 590 51.9

Percent simply means "per hundred" and 40 - 60 327 28.8

the symbol used to express percentage is 60 and above 16 1.4
%.
Total 1136 100.0
 CORRELATION
It is a Statistical method used to measure the strength of the relationship between
two different variables
It tries to predict the changes in a particular variable due to changes in another
variable
High Correlation indicates strong relationship between two variables
Low Correlation indicates a weak relationship between two variables
It is denoted by the alphabet r
Value of r will always be between -1 to +1
SCATTER PLOT
 TYPES OF CORRELATION
Positive ( both variables move in the same direction)

Negative (variables move in opposite direction)

No Correlation (no direction in movement of variables)

KARL PEARSON’S COEFFICIENT OF
CORRELATION
It is most popular Correlation coefficient
is also known as the Product Moment
Correlation Coefficient and was
developed by Karl Pearson
It is quantitative in nature and offers
numerical value to establish the intensity
of the linear relationship between 2
variables
 CHI-SQUARE TEST
It is a statistical tool to test the association between two categorical variables.
The symbol denoted to represent chi‐square is (χ 2)
It is one example of a nonparametric test.
Nonparametric tests are used when assumptions about normal distribution in the
population cannot be met.
These tests are less powerful than parametric tests.
 EXAMPLE
Can lions be trained to line-dance with different rewards?
Participants: 150 lions
Training
The lion was trained using either food or affection, not
both
– Dance
• The lion either learned to line-dance or it did not.
 SET UP IN SPSS
Create two variables

Training measured on a Nominal scale

Dance measured on a Nominal scale

 MULTIVARIATE ANALYSIS
It is a statistical analysis that looks at more than two variables

It uses different statistical techniques used to analyze more than two variables
simultaneously

It helps in getting better and more deep results as compared to bivariate analysis
 EXAMPLE
A study of the relationship between a person’s social media habits and their self-
esteem
A bivariate analysis can be done on the two variables
a) Number of hours spent per day across social media
b) Self-esteem score on a 5-point Likert scale
Multivariate analysis may take into consideration a third variable like Age, Gender
 MULTIVARIATE ANALYSIS
TECHNIQUES
Dependency Technique Interdependency Technique

It is used when one or some of the Interdependence methods are used to

variables are dependent on others.
It looks at cause and effect
For example:
Sales and Revenue (Dependent)
Types of product ( Independent)
Example: MANOVA
understand the structural makeup and
underlying patterns within a dataset.
In this case, no variables are dependent
on others
Example: Factor analysis
 MANOVA
It is used when there is more than single dependent variable
It refers to Multivariate analysis of Variance ( MANOVA)
It is similar to ANOVA but with 2 or more than 2 dependent variables
It will work the best when there is a correlation between the 2 dependent variables
 CONJOINT ANALYSIS
It is a special type of statistical analysis used majorly in market research
Customer valuation of different features of the product
It works on Ordinal ranking data, toward all the features of the product
The resulting output gives a clear picture of the importance given by customers to
different features
 TYPES
Choice-based Conjoint analysis (Combination of features)
Full profile Conjoint analysis ( Full product description, motivating to buy)
MaxDiff Conjoint analysis ( Likely to buy, Not Likely to buy)
 DISCRIMINANT ANALYSIS
It is a technique used for analysis of data
Dependent variable (Categorical)
Independent variable ( Interval)
It helps in classifying data in two or more groups on the basis of similar
characteristics
If the data is to be classified in two groups it is known as Discriminant function
analysis
More than two groups it is Multiple Discriminant analysis
Types of Factor Analysis
Types of Factor Analysis

Exploratory Factor Analysis:

□ Exploratory factor analysis (EFA) attempts to
discover the nature of the constructs influencing a
set of responses.

Confirmatory Factor Analysis:

□ Confirmatory factor analysis (CFA) tests whether a
specified set of constructs is influencing responses
in a predicted way.
Exploratory Factor Analysis

Assumptions:
□ Metric data (Interval)
□ Multicollinearity must be present i.e. Correlation
among variables
□ Adequate Sample size

Purpose:
□ Obtaining Independent factors
□ Data Reduction
 CLUSTER ANALYSIS
It is a term associated with Marketing
It is majorly associated with S.T.P. ( Segmentation, Targeting, Positioning )
Grouping people together in one cluster
It works on Psychographic scaling
 MULTI-DIMENSIONAL
SCALING
It is a graphical technique that works on the structure of data set by plotting points in
one or two dimension
It is similar to Perceptual mapping
It is more impactful as pictures are much better to interpret as compared to numbers
or tables
In this technique a matrix is been presented for data which is not similar to each
other