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Lecture Marketing research (10th edition): Chapter 17 - McDaniel, Gates

Chapter 17 - Bivariate correlation and regression. In this chapter, we will cover techniques that will permit you to evaluate the relationships between two variables. This chapter include objectives: Learn the bivariate analysis of association, understand bivariate regression analysis, define the correlation analysis. | Chapter Seventeen 17-1 Bivariate Analysis of Association Bivariate Techniques: Statistical methods of analyzing the relationship between two variables. Independent Variable: Variable believed to affect the value of the dependent variable. 17-2 Key Terms & Definitions Dependent Variable: Variable expected to be explained or caused by the independent variable. Bivariate Regression Analysis: The analysis of the strength of the linear relationship between variables when one is considered the independent variable and the other is the dependent variable. Bivariate Analysis of Association 17-3 Key Terms & Definitions Scatter Diagram Scatter Diagram: Graphic plot of the data with dependent variable on the Y (vertical) axis and the independent variable on the X (horizontal) axis. Shows the nature of the relationship between the two variables, linear or nonlinear. 17-4 Key Terms & Definitions Examples of these are on the next slide. Types of Relationships Found in Scatter Diagrams 17-5 Key | Chapter Seventeen 17-1 Bivariate Analysis of Association Bivariate Techniques: Statistical methods of analyzing the relationship between two variables. Independent Variable: Variable believed to affect the value of the dependent variable. 17-2 Key Terms & Definitions Dependent Variable: Variable expected to be explained or caused by the independent variable. Bivariate Regression Analysis: The analysis of the strength of the linear relationship between variables when one is considered the independent variable and the other is the dependent variable. Bivariate Analysis of Association 17-3 Key Terms & Definitions Scatter Diagram Scatter Diagram: Graphic plot of the data with dependent variable on the Y (vertical) axis and the independent variable on the X (horizontal) axis. Shows the nature of the relationship between the two variables, linear or nonlinear. 17-4 Key Terms & Definitions Examples of these are on the next slide. Types of Relationships Found in Scatter Diagrams 17-5 Key Terms & Definitions The professor might want to mention here that a relationship does not mean a cause and effect relationship. Types of Relationships Found in Scatter Diagrams 17-6 Key Terms & Definitions This diagram is in the text and the situation or study is described in the chapter. Values for “a” and “b” can be calculated as follows: Least-Squares Estimation Procedure 17-7 Key Terms & Definitions Least-Squares Estimation Procedure The least-squares procedure is a fairly simple mathematical technique that can be used to fit data for X and Y to a line that best represents the relationship between the two variables. 17-8 Key Terms & Definitions Least-Squares Estimation Procedure The least-squares procedure is a fairly simple mathematical technique that can be used to fit data for X and Y to a line that best represents the relationship between the two variables. 17-9 Key Terms & Definitions Coefficient of Determination 17-10 Key Terms & Definitions Refer to the text for details of .