MKTG 376 Lecture Notes - Lecture 2: Multivariate Analysis, Contingency Table, Statistical Hypothesis Testing
Document Summary
Results in tables that reflect the joint distribution of two or more variables with a limited number of categories or distinct values. Analysis that classifies observations of two or more variables into subgroups. Can collapse to a smaller number of groups. Scale, interval, or ratio are continuous (can calculate a mean or average for it) To determine if two or more variables are related in a systematic way. Why cross tabs are widely used in marketing research. Can be easily interpreted and understood by managers who are not statistically oriented. Clarity of interpretation provides a stronger link between research results and managerial action. Series of cross tabs may provide greater insights into a complex phenomenon than a single multivariate analysis. May alleviate the problem of sparse cells, which could be serious in discrete multivariate analysis. Simple to conduct and appealing to less sophisticated researchers. Use terminology reject or fail to reject .
