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Managerial decisions often are based on the relationship between two or more variables. For example, after considering the relationship between advertising expenditures and sales, a marketing manager might attempt to predict sales for a given level of advertising expenditures.

In another case, a public utility might use the relationship between the daily high temperature and the demand for electricity to predict the electricity usage on the bases of next month¶s anticipated daily high temperatures.

Sometimes a manager will rely on intuition to judge how two variables are related. However, if data can be obtained, a statistical procedure called regression analysis can be used to develop an equation showing how the variables are related.

In regression terminology, the variable being predicted is called the dependent variable. The variable or variables being used to predict the value of the dependent variable are called the independent variables.

For example, in analyzing the effect of advertising expenditures on sales, a marketing manager¶s desire to predict sales would suggest making sales the dependent variable. Advertising expenditure would be the independent variable used to help predict sales. In statistical notation, y denotes the dependent variable and x denotes the independent variable.

In this chapter we consider the simplest type of regression analysis involving one independent variable and one dependent variable which the relationship between the variables is approximated by a straight line. It is called simple linear regression. Regression analysis involving two or more independent variables is called multiple regression analysis

Simple Linear Regression Model

` Example: ` Armand¶s Pizza Parlors is a chain of Italian-food restaurants located in a fivestate area. Armand¶s most successful locations are near college campuses. The manager believes that quarterly sales for these restaurants (denoted by y) are related positively to the size of the student population (denoted by x); that is, restaurants near campuses with a large student population tend to generate more sales than those located near campuses with a small student population. Using regression analysis, we can develop an equation showing how the dependent variable y is related to the independent variable x.

a value of x (student population) corresponds to a value of y (quarterly sales). The equation that describes how y is related to x and an error term is called the regression model. For every restaurant in the population.In the Armand¶s example. the population consists of all the Armand¶s restaurants. The regression model used in simple linear regression follows: .

Definition 1: Simple Linear Regression Model and 1 are referred to as the parameters of the model. and (the Greek letter epsilon) is a random variable referred to as the error term. 0 . The error term accounts for the variability in y that cannot be explained by the linear relationship between x and y.

Each subpopulation has a corresponding distribution of y values. Each distribution of y values has its own mean or expected value. denoted by E(y). a distribution of y values is associated with restaurants located near campuses with 8. Thus. a distribution of y values is associated with restaurants located near campuses with 9. The regression equation for simple linear follows. .000 students. one for each distinct value of x. another subpopulation consists of all Armand¶s restaurants located near college campuses with 9.000 students. and so on. one subpopulation consists of all Armand¶s restaurants located near college campuses with 8.000 students and so on. is related to x is called the regression equation. For example.000 students. The equation that describes how the expected value of y.` Example: ` The population of all Armand¶s restaurants can also be viewed as a collection of sub populations.

0 is the y-intercept of the regression line.Definition 2: Simple Linear Regression Equation The graph of the simple linear regression equation is a straight line. Examples of possible regression lines are shown in the next figure. . 1 is the slope. and E(y) is the mean or expected value of y for a given value of x.

` Panel A: ` Positive Linear Relationship E(y) Regression line Slope 0 1 is positive x .

` Panel B: ` Negative Linear Relationship E(y) 0 Slope 1 is negative Regression line x .

` Panel C: ` No relationship E(y) Slope 0 1 is 0 Regression line x .

with smaller values of E(y) associated with larger values of x. . The regression line in Panel C shows the case in which the mean value of y is not related to x. the mean value of y is the same for every value of x. with larger values of E(y) associated with larger values of x. The regression line in Panel B shows the mean value of y is related negatively to x.The regression line in Panel A shows that the mean value of y is related positively to x. that is.

we could use the previous equation to compute the mean value of y for a given value of x. . The estimated regression equation for simple linear regression follows. Sample statistics (denoted b0 and b1) are computed as estimates of the population parameters 0 and 1. Substituting the values of the sample statistics b0 and b1 for 0 and 1 in the regression equatoin.If the values of the population parameters 0 and 1 were known. the parameter values are not known and must be estimated using sample data. we obtain the estimated regression equation. In practice.

In the next section. we show how the least squares method can be used to compute the values of b0 and b1 in the estimated regression equation.Definition 3: Estimated Simple Linear Regression Equation The graph of the estimated simple linear regression equation is called the estimated regression line. . b0 is the y-intercept and b1 is the slope.

Armand¶s would also substitute the value of 10. Thus. As it turns out. to predict quarterly sales for the restaurant located near Talbot College.In general. suppose Armand¶s would like to predict quarterly sales for the restaurant located near Talbot College. however. we will refer to simply as the estimated value of y. a school with 10. Armand¶s would substitute the value of 10.000 for x in the previous equation.000 for x in the previous equation. For example. is the point estimator of E(y).000 students. In some cases. Armand¶s may be more interested in predicting sales for one particular restaurant.000 students. the mean value of y for a given value of x. The next figure provides a summary of the estimation process for simple linear regression. the best estimate of y for a given value of x is also provided by . to estimate the mean or expected value of quarterly sales for all restaurants located near campuses with 10. Because the value of provides both a point estimate of E(y) for a given value of x and a point estimate of an individual value of y for a given value of x. . Thus.

. . . .Regression Model Regression Equation Unknown Parameters Sample data X x1 x2 . yn Estimated Regression Equation Provide estimates of Sample Statistics . xn Y y1 y2 .

Least Squares Method .

For the ith observation or restaurant in the sample. The values of xi and yi for the 10 restaurants in the sample are summarized in the next table: . xi is the size of the student population (in thousands) and yi is the quarterly sales (in thousands of dollars).` Example: ` The least squares method is a procedure for using sample data to find the estimated regression equation. To illustrate the least squares method. suppose data were collected from a sample of 10 Armand¶s restaurants located near college campuses.

` Example: Restaurant Student Population (1000s) xi 2 6 8 8 12 16 20 20 22 26 Quarterly Sales ($ 1000s) yi 58 105 88 118 117 137 157 169 149 202 i 1 2 3 4 5 6 7 8 9 10 .

with x1 = 2 and y1 = 58.000. The largest sales value is for restaurant 10. with x2 = 6 and y2 = 105. is near a campus with 2000 students and has quarterly sales of $58.000. is near a campus with 6000 students and has quarterly sales of $105.` Example: ` We see that restaurant 1.000 students and has quarterly sales of $202. .000. Restaurant 2. which is near a campus with 26.

The scatter diagram enables us to observe the data graphically and to draw preliminary conclusions about the possible relationship between the variables. for these data the relationship between the size of the student population and quarterly sales appears to be approximated by a straight line. . ` What preliminary conclusions can be drawn from the previous figure? Quarterly sales appear to be higher at campuses with larger student populations. a positive linear relationship is indicated between x and y. indeed. Scatter diagrams for regression analysis are constructed with the independent variable x on the horizontal axis and the dependent variable y on the vertical axis. In addition.` Example: ` The previous figure is a scatter diagram of the data in the previous table. Student population is shown on the horizontal axis and quarterly sales is shown on the vertical axis.

. the estimated regression equation provides ` Where ` i = estimated value of quarterly sales ($1000s) for the ith restaurant ` b0 = the y-intercept of the estimated regression line ` b1 = the slope of the estimated regression line ` xi = size of the student population (1000s) for the ith restaurant. ` For the ith restaurant.` Example: ` We therefore choose the simple linear regression model to represent the relationship between quarterly sales and student population. our next task is to use the sample data in the given table to determine the values of b0 and b1 in the estimated simple linear regression equation. Given that choice.

The criterion for the least squares method is given by next expression: .` Example: ` With yi denoting the observed (actual) sales for restaurant i and i in the previous equation representing the estimated value of sales for restaurant i. we want the differences between the observed sales values and the estimated sales values to be small. For the estimated regression line to provide a good fit to the data. ` The least squares method uses the sample data to provide the values of b0 and b1 that minimize the sum of the squares of the deviations between the observed values of the dependent variable yi and the estimated values of the dependent variable. every restaurant in the sample will have an observed value of sales yi and an estimated value of sales i.

Definition 4: Least Squares Criterion Where yi = observed value of the dependent variable for the ith observation i = estimated value of the dependent variable for the ith observation .

where xi = value of the independent variable for the ith observation yi = value of the dependent variable for the ith observation x = mean value for the independent variable y = mean value for the dependent variable n = total number of observations .Definition 5: Slope and y-intercept for the estimated regression eqn.

y) 864 200 252 72 26 14 162 234 152 864 2840 64 36 36 4 4 36 36 64 144 568 (xi .` Example: ` Some of the calculations necessary to develop the least squares estimated regression equation for Armand¶s restaurants are shown in the table below: Restaurant i 1 2 3 4 5 6 7 8 9 10 Totals 2 6 8 8 12 16 20 20 22 26 140 xi 58 105 88 118 117 137 157 169 149 202 1300 yi -12 -8 -6 -6 -2 2 6 6 8 12 xi .x)2 144 .x) (yi .x -72 -25 -42 -12 -13 7 27 39 19 72 yi .y (xi .

Definition 4: Least Squares Criterion Where yi = observed value of the dependent variable for the ith observation i = estimated value of the dependent variable for the ith observation .

With the sample of 10 restaurants. we have n = 10 observations.` Example: ` Some of the calculations necessary to develop the least squares estimated regression equation for Armand¶s restaurants are shown in the previous table. . Because the equations from the previous definitions require the sample mean of x and y we begin the calculations by computing the sample mean of x and y.

we can compute the slope and intercept of the estimated regression equation for Armand¶s restaurants. The calculation of the slope (bi) proceeds as follows. .` Example: ` Using the equations from the previous definition and the information given in the previous table.

` Thus.` Example: ` The calculation of the y-intercept (b0) follows. the estimated regression equation is .

implying that as student population increases. we would compute: = 60 + 5(16) = 140. . In fact. sales increase.` Example: ` The slope of the estimate regression equation (b1 = 5) is positive. we can conclude (based on sales measured in $1000s and student population in 1000s) that an increase in the student population of 1000 is associated with an increase of $5000 in expected sales. it would seem reasonable to use the estimated regression equation to predict the value of y for a given value of x. ` If we believe the least squares estimated regression equation adequately describes the relationship between x and y.000 students. For example. quarterly sales are expected to increase by $5 per student. if we wanted to predict quarterly sales for a restaurant to be located near a campus with 16. that is.

In the following sections we will discuss methods for assessing the appropriateness of using the estimated regression equation for estimation and prediction. .000 for this restaurant.` Example: ` Hence. we would predict quarterly sales of $140.

Coefficient of Determination .

to estimate yi. ` For theith observation. also known as the sum of squares due to error. we show that the coefficient of determination provides a measure of the goodness of fit for the estimated regression equation. for the ith observation the residual is yi ± i. i. Thus. . and the estimated vaule of the dependent variable. the difference between the observed value of the dependent variable. The ith residual represents the error in using i. is the called the ith residual. A question now is: How well does the estimated regression equation fit the data? In this section.` Example: ` For the Armand¶s Pizza Parlors example. is denoted by SSE. yi. we developed the estimated regression equation = 60 + 5(x) to approximate the linear relationship between the size of the student population x and quarterly sales y. The sum of squares of these residuals or errors is the quantity that is minimized by the least squares method. This quantity.

.Definition 5: Sum of Squares Due to Error The value of SSE is a measure of the error in using the estimated regression equation to estimate values of the dependent variable in the sample.

` Example: Restaurant i Xi = Student population (1000s) 2 6 8 8 12 16 20 20 22 26 140 Yi = Quarterly Sales ($1000s)r 58 105 88 118 117 137 157 169 149 202 1300 Predicted Sales i = 60 +5xi 70 90 100 100 120 140 160 160 170 190 -12 15 -12 18 -3 -3 -3 9 -21 12 Error i .yi )2 144 225 144 324 9 9 9 81 441 144 SSE = 1530 1 2 3 4 5 6 7 8 9 10 Totals .yi Squared Error ( i .

Thus. we find that the estimated value of quarterly sales for restaurant 1 is 1 = 60 + 5(2) = 70. . For instance. Thus. SSE = 1530 measures the error in using the estimated regression equation = 60 + 5x to predict sales. is shown in the last column of the previous table.1 =58-70 =-12. for restaurant 1 the values of the independent and dependent variables are x1 = 2 and y1 = 58. Using the estimated regression equation. we sum them to obtain SSE = 1530. (-12)2 = 144.` Example: ` In the previous table we show the calculations required to compute the sum of squares due to error for the Armand¶s Pizza Parlors example. the error in using 1 to estimate y1 for restaurant 1is y1 . The squared error. After computing and squaring the residuals for each restaurant in the sample.

A previous table shows that for the sales data. the difference yi minus the sample mean provides a measure of the error involved in using the sample mean of y to estimate sales. For the ith restaurant in the sample. is denoted SST.` Example: ` Now suppose we asked to develop an estimate of quarterly sales without knowledge of the size of the student population. we would use the sample mean as an estimate of quarterly sales at any given restaurant. Without knowledge of any related variables. Hence. . called the total sum of squares. the mean value of quarterly sales for the sample of 10 Armand¶s restaurant is 1300/10 = 130. The corresponding sum of squares. In the next table we show the sum of squared deviations obtained by using the sample mean of 130 to estimate the value of quarterly sales for each restaurant in the sample. yi= 1300.

730. .Definition 6: Total Sum of Squares The sum at the botom of the last column in the next table is the total sum of squares for Armand¶s Pizza Parlors. it is SST = 15.

. we should expect that SST. Definition 7: Sum of Squares Due to Regression From the preceding discussion. another sum of squares is computed. and SSE are related. the relationship among these three sum of squares provides one of the most important results in statistics.To measure how much the values on the estimated regression line deviate from the sample mean of y. Indeed. is denoted SSR. SSR. called the sum of squares due to regression. This sum of squares.

the third sum of squares can be computed easily. and SSE SST = SSR + SSE where SST = total sum of squares SSR = sum of squares due to regression SSE = sum of squares due to error The equation above shows that the total sum of squares can be partitioned into two components. the regression sum of squares and the sum of squares due to error. SSR.Relationship Among SST. Hence. . if the values of any two of these sums of squares are unknown.

yi ± i would be zero for each observation. . This ratio is called the coefficient of determination and is denoted by r2. The estimated regression equation would provide a perfect fit if every value of the dependent variable yi happened to lie on the estimated regression line. Hence. Because SST = SSR + SSE. In this case. the largest value for SSE (and hence the poorest fit) occurs when SSR = 0 and SSE = SST. and SSE. SSR. we see that SSE = SST ± SSR. The ratio SSR/SST. Poorer fits will result in larger values for SSE. Solving SSE in the previous equation. SST. can be used to provide a measure of the goodness of fit for the estimated regression equation. we see that for a perfect fit SSR must equal SST. and the ratio (SSR/SST) must equal one.Now let us see how the three sum of squares. resulting in SSE = 0. is used to evaluate the goodness of fit for the estimated regression equation. which will take values between zero and one.

Definition 8: Coefficient of Determination .

730 = 0. We should be pleased to find such a good fit for the estimated regression equation. we can conclude that 90. For Armand¶s restaurants. 90.200/15.27% of the total sum of squares can be explained by using the estimated regression equation = 60 + 5(x) to predict quarterly sales. the value of the coefficient of determination is: SSR/SST = 14. In other words. r2 can be interpreted as the percentage of the total sum of squares that can be explained by using the estimated regression equation.` Example: ` For the Armand¶s Pizza Parlors example. ` When we express the coefficient of determination as a percentage. .9027.27% of the variability in sales can be explained by the linear relationship between the size of the student population and sales.

Correlation Coefficient .

Values of the correlation coefficient are always between -1 and +1. Values of the correlation coefficient close to zero indicate that x and y are not linearly related. with all data points on a straight line that has a negative slope. x and y. If a regression analysis has already been performed and the coefficient of determination r2 computed. all data points are on a straight line that has a positive slope. That is. the sample correlation coefficient can be computed as follows: . A value of -1 indicates that x and y are perfectly related in a negative linearly sense. A value of +1 indicates that the two variables x and y are perfectly related in a positive linear sense.The correlation coefficient is a descriptive measure of the strength of linear association between two variables.

.Sample Correlation Coefficient rxy = (sign of b1) (square root of the coefficient of determination) = (sign of b1) (¥r2) where b1 = the slope of the estimated regression equation = b0 + b1x The sign for the sample correlation coefficient is positive if the estimated regression equation has a positive slope (b1 > 0) and negative if the estimated regression equation has a negative slope (b1 < 0).

the previous equation shows that the sample correlation coefficient is + ¥0. ` In the case of a linear relationship between two variables.9027 = 0. both the coefficient of determination and the sample correlation coefficient provide measures of the strength of the relationship.` Example: ` For the Armand¶s Pizza Parlors example. the value of the coefficient of determination corresponding to the estimate regression equation = 60 + 5x is 0. the coefficient of determination can be used for nonlinear relationships and for relationships that have two or more independent variables. the coefficient of determination provides a wider range of applicability. ` . we would conclude that a strong positive linear association exists between x and y.9501.9501. With a sample correlation coefficient of 0. Thus.9027. The coefficient of determination provides a measure between -1 and +1. Because the slope of the estimated regression equation is positive. Although the sample correlation coefficient is restricted to a linear relationship between two variables.

Test for Significance Using Correlation .

we can determine whether the linear relationship between x and y is significant by testing the following hypotheses about the population correlation coefficient pxy. we can conclude that the population correlation coefficient is not equal to zero and that the linear relationship between the two variables is significant. .Using the sample correlation coefficient rxy. If H0 is rejected. This test for significance follows.

Definition 9: A Test for Significance Using Correlation Test Statistic .

Rejection Rule p-value approach: Reject H0 if p-value < Critical value approach: Reject H0 if t < -t /2 or if t > t where t /2 is /2 based on a t distribution with n-2 degrees of freedom .

` Example: ` In the previous example. The test statistic is ` The t distribution table shows that with n ± 2 = 10 ± 2 = 8 degrees . we found that the sample with n = 10 provided the sample correlation coefficient for student population and quarterly sales or rxy = 0.355 provides an area of 0. Thus. we Reject H0 and conclude that the correlation coefficient is not equal to zero.9501. Because the p-value is less than 0. Excel shows the p-value = 0.01. we double this value to conclude that the p-value associated with t = 8.62 must be less than 2(0.005. Because this test is a two-tailed test.01. . t = 3.61 must be less than 0.005 in the upper tail.000.005) = 0. the area in the upper tail of the t distribution corresponding to the test statistic t = 8.

.` Example: ` This evidence is sufficient to conclude that a significant linear relationship exists between student population and quarterly sales.

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