中山大学吴柏林教授 研究生课程“营销管理”绝密资料_CH24.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 24 Multivariate Analysis Multivariate Statistical Analysis Statistical methods that allow the simultaneous investigation of more than two variables A Classification of Selected Multivariate Methods Dependence Methods A category of multivariate statistical techniques; dependence methods explain or predict a dependent variable(s) on the basis of two or more independent variables Interdependence Methods A category of multivariate statistical techniques; interdependence methods give meaning to a set of variables or seek to group things together Multiple Regression An extension of bivariate regression Allows for the simultaneous investigation two or more independent variables a single interval-scaled dependent variable Multiple Regression Equation Multiple Regression Analysis Coefficients of Partial Regression b1 Independent variables correlated with one another The % of the variance in the dependent variable that is explained by a single independent variable, holding other independent variables constant Coefficient of Multiple Determination R2 The % of the variance in the dependent variable that is explained by the variation in the independent variables.  Statistical Results of a Multiple Regression F-Test Degrees of Freedom (d.f.) are Calculated as Follows: d.f. for the numerator = k for the denominator = n - k - 1 Degrees of Freedom k = number of independent variables n = number of observations or respondents F-test Multiple Discriminant Analysis A statistical technique for predicting the probability of objects belonging in two or more mutually exclusive categories (dependent variable) based on several independent variables Zi = b1X1i + b2X2i + . . . + bnXni where Zi = ith applicant’s discriminant score bn = discriminant coefficient for the nth variable Xni = applicant’s value on the nth independent variable Discriminant Analysis Discriminant Analysis Canonical Correlation Two or more criterion vari