Cross Tabs

Cross Tabs - Data Analysis: Cross Tabs Professor Whitney...

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© 2011 Robert H. Smith School of Business University of Maryland Data Analysis: Cross Tabs Professor Whitney Professor Whitney
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© 2011 Robert H. Smith School of Business University of Maryland Cross-tabulation and Chi Square In Marketing Applications, the Chi-square Statistic Is Used as a: Test of Goodness of Fit Is there a significant difference between an observed frequency distribution and a theoretical frequency distribution for a single nominal variable in a study ? Example: Is the actual distribution of brand name preferences as would be theoretically expected? Test of Independence Is there an association or relationship between two nominal variables in a study ? Example: Is there a relationship between gender and brand awareness for tires?
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© 2011 Robert H. Smith School of Business University of Maryland Chi-Square: Goodness of Fit Compare observed frequencies with expected frequencies (for 1 nominal variable) Testing whether there is a significant difference between
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Cross Tabs - Data Analysis: Cross Tabs Professor Whitney...

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