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Lecture%206%20Ch%20180

# Lecture%206%20Ch%20180 - 1 weareinterestedin...

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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? 1

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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Mode = Mode = Response Most Often Given to a Question Mode = Mode = Response Most Often Given to a Question Median = Median = Middle Value of a Rank Ordered Distribution Median = Median = Middle Value of a Rank Ordered Distribution Measures of Central Tendency Mean = Mean = Arithmetic Average
Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Measures of Central Tendency Each measure of central tendency describes a  distribution in its own manner: for nominal  data, the mode is the only possible  measure. for ordinal  data, the median is generally the best. for interval  or ratio  data, the mean is generally  used.

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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Describes how close to the mean or other measure of central tendency, the rest of the values fall Describes how close to the mean or other measure of central tendency, the rest of the values fall Measures of Dispersion Range = Distance between the smallest and largest value in a set Standard Deviation = Measure of the average dispersion of the values about the mean
Marketing Research 10th Edition http://www.drvkumar.com/mr10/ SPSS Output for Measures of  Dispersion

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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Correlation Analysis – Ch 19 Pearson correlation    Measures the degree of a linear association between two  interval-scaled  variables. Spearman correlation Measures the degree of a linear association between two  nominal  variables.  6
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 7 positive GPA

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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 8 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 9 No relationship # of birds in a field

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