Lecture%209%20ch19

Lecture%209%20ch19 - Marketing Research 10th Edition

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Unformatted text preview: Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Chapter Nineteen 1 Correlation Analysis and Regression Analysis Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Variable Relationships Is there a relationship between the two variables we are interested in? How strong is the relationship? How can that relationship be best described? 2 Marketing Research 10th Edition http://www.drvkumar.com/mr10/ A positive relationship When there is a high value in one variable and a high value in the variable being compared Example: High SAT scores, High GPA 3 positive GPA Marketing Research 10th Edition http://www.drvkumar.com/mr10/ A negative relationship When there is a high value in one variable and a low value in the variable being compared Example: High GPA, Low # of hours on facebook 4 negative # of Hours on facebook Marketing Research 10th Edition http://www.drvkumar.com/mr10/ No Relationship When the values of the two variables do not move together Example: High GPA, # of birds in a field 5 No relationship # of birds in a field Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Curvilinear W hen the relationship changes over the range of the two variables; part of the relationship is positive, but the other part is negative....
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This note was uploaded on 03/16/2012 for the course MKTG 326 taught by Professor Brookemalinowski during the Spring '12 term at Drexel.

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Lecture%209%20ch19 - Marketing Research 10th Edition

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