BUSA 467 Final Exam Study Guide - Marketing Research Final Exam Study Guide Chapter 13 MULTIVARIATE ANALYSES allow researchers a closer look at their

# BUSA 467 Final Exam Study Guide - Marketing Research Final...

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Marketing Research Final Exam Study Guide Chapter 13 MULTIVARIATE ANALYSES allow researchers a closer look at their data than is possible with univariate analyses o Look for differences across groups or associations among variables UNIVARIATE ANALYSES provide insights about the data while multivariate analyses can often provide further illumination of those insights Cross Tabulation - a multivariate technique used for studying the relationship between two or more categorical variables (i.e., nominal or ordinal level) cross-tabs consider the joint distribution of sample elements across variables it is the most used multivariate data analysis technique in applied marketing research in most multivariate analyses, you’ll be trying to see whether one variable (the independent or predictor variable) has an influence on another variable (the dependent or outcome variable) o with cross-tabs, the respondents are divided into groups based on the independent variable in order to see how the dependent variable varies from group to group Pearson Chi-Square Test of Independence - a commonly used statistic for testing the null hypothesis that categorical variables are independent of one another although the chi-square test indicates whether two variables are independent, it doesn’t measure the strength of association when they are dependent Multivariate, for use of crosstabulation If below .05 and above 20%, then the data is insignificant and you cannot report it Cramer’s V - a statistic used to measure the strength of relationship between categorical variables scaled to range between 0 and 1, with higher values representing a stronger relationship between variables Technique for Comparing Groups on a Continuous Dependent Variable: When there are only two groups, the independent samples t-test is used to determine if the mean score on the dependent variable for one group is significantly different than the mean score for the second group The dependent variable must be a continuous variable for mean scores to be used independent samples t-test for means - a commonly used technique used to determine whether two groups differ on some characteristic assessed on a continuous measure
paired sample t-test for means - a technique for comparing two means when scores for both variables are provided by the same sample independent samples t-test for means paired samples t-test for means

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