MARK 302 Lecture Notes - Lecture 14: Microsoft Excel, Pearson Product-Moment Correlation Coefficient, Groupwise
27 Jan 2017
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Chapter 14 statistical tests of relation and difference. In many marketing research studies, the researcher and manager may be interested in examining the relationship between two or more variables. Statistical techniques for examining the relation between two variables are referred to as bivariate techniques. When more than two variables are involved, the technique employed are known as multivariate techniques. Correlation is the degree to which changes in one variable are associated with changes in another. When the relationship is between two variables, the analysis is called simple bivariate, correlation analysis. The pearson correlation can be used to test for a relation between two or more variables and also to understand the direction and strength of the relationship. When one variable is expected to affect another in a cause-effect relationship, the cause is classified as the independent (predictor) variable, and this effect is considered dependent (criterion) variable. The independent variable is believed to affect the value of the dependent variable.
