市场调研研究：方法论基础ch15.pptVIP

* Chapter 15 Data Analysis: Basic Questions ? 2005 Thomson/South-Western Choosing a Statistical Test Number of Variables Univariate Analysis Multivariate Analysis One Two or More Figure 1: Chart for Choosing Among Statistical Tests Level Meas Predictor(s)? N/O: t-test or z-test, ANOVA I/R: Regression,  Conjoint Level of Measurement? N: Cluster analysis O: Kendall’s Coef of Concordance I: Factor analysis, Cluster analysis, MDS Interdependence Level of Measurement? N/O: Cross-tabs Chi-square I/R: Correlation Prediction #Dep Vars? 1 0 Level Meas Dep Var? Le