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Lecture Marketing research (10th edition): Chapter 18 - McDaniel, Gates

Chapter 18 - Multivariate data analysis. This chapter include objectives: Define multivariate data analysis, gain insights into multivariate software, describe multiple discriminant analysis, understand cluster analysis, understand factor analysis. | Chapter Eighteen 18-1 Multivariate Analysis Multivariate Regression Analysis Multiple Discriminant Analysis Cluster Analysis Factor Analysis Conjoint Analysis A general term for statistical procedures that simultaneously analyze multiple measurements on each individual or object under study. 18-2 Key Terms & Definitions The professor might want to explain perceptual mapping also. Perceptual mapping is explained in an earlier edition of this text and in other text books on marketing research. Multivariate Analysis 18-3 Key Terms & Definitions Multiple Regression Key Concepts Coefficient of Determination: Measured changes in the dependent and independent variables. Regression Coefficients: Effect of the independent variable on the dependent variable. Dummy Variables: They're nominally scaled variables included in regression analysis. A procedure for predicting the level or magnitude of a (metric) dependent variable based on the levels of multiple independent variables. 18-4 | Chapter Eighteen 18-1 Multivariate Analysis Multivariate Regression Analysis Multiple Discriminant Analysis Cluster Analysis Factor Analysis Conjoint Analysis A general term for statistical procedures that simultaneously analyze multiple measurements on each individual or object under study. 18-2 Key Terms & Definitions The professor might want to explain perceptual mapping also. Perceptual mapping is explained in an earlier edition of this text and in other text books on marketing research. Multivariate Analysis 18-3 Key Terms & Definitions Multiple Regression Key Concepts Coefficient of Determination: Measured changes in the dependent and independent variables. Regression Coefficients: Effect of the independent variable on the dependent variable. Dummy Variables: They're nominally scaled variables included in regression analysis. A procedure for predicting the level or magnitude of a (metric) dependent variable based on the levels of multiple independent variables. 18-4 Key Terms & Definitions Multiple Regression Analysis 18-5 Key Terms & Definitions Multiple Regression Analysis 18-6 Key Terms & Definitions Uses of Multiple Regression Analysis 18-7 Key Terms & Definitions The professor might want to give some short examples of each one of these. Coefficient of Determination: Measure of the percentage of the variation in the dependent variable explained by variations in the independent variables. Regression Coefficients: Estimates of the effect of individual independent variables on the dependent variable. Dummy Variables: In regression analysis, a way of representing two-group or dichotomous, nominally scaled independent variables by coding one group as 0 and the other as 1. 18-8 Key Terms & Definitions Multiple Regression Measurement Applications Potential Use and Interpretation Problems Collinearity: Correlation of independent variables with each other, which can bias estimates of regression coefficients. Causation: Inference .