tailieunhanh - Lecture Marketing research (12th edition) - Chapter 19: Correlation analysis and regression analysis

Chapter 19 - Correlation analysis and regression analysis. In this chapter, the following content will be discussed: Definitions, regression analysis, correlation analysis, determining sample correlation coefficient, testing the significance of the correlation coefficient,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Nineteen 2 Correlation Analysis and Regression Analysis Marketing Research 12th Edition / Definitions Correlation analysis Measures strength of the relationship between two variables Correlation coefficient Provides a measure of the degree to which there is an association between two variables (X and Y) 3 Marketing Research 12th Edition / Regression Analysis Statistical technique that is used to relate two or more variables Objective is to build a regression model or a prediction equation relating the dependent variable to one or more independent variables The model can then be used to describe, predict, and control the variable of interest on the basis of the independent variables Multiple regression analysis - Regression analysis that involves more than one independent variable 4 Marketing Research 12th Edition / Correlation Analysis Pearson correlation coefficient Measures the | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Nineteen 2 Correlation Analysis and Regression Analysis Marketing Research 12th Edition / Definitions Correlation analysis Measures strength of the relationship between two variables Correlation coefficient Provides a measure of the degree to which there is an association between two variables (X and Y) 3 Marketing Research 12th Edition / Regression Analysis Statistical technique that is used to relate two or more variables Objective is to build a regression model or a prediction equation relating the dependent variable to one or more independent variables The model can then be used to describe, predict, and control the variable of interest on the basis of the independent variables Multiple regression analysis - Regression analysis that involves more than one independent variable 4 Marketing Research 12th Edition / Correlation Analysis Pearson correlation coefficient Measures the degree to which there is a linear association between two interval-scaled variables A positive correlation reflects a tendency for a high value in one variable to be associated with a high value in the second A negative correlation reflects an association between a high value in one variable and a low value in the second variable 5 Marketing Research 12th Edition / Correlation Analysis (Contd.) Population correlation (p) - If the database includes an entire population Sample correlation (r) - If measure is based on a sample 6 R lies between -1 absence of linear association Marketing Research 12th Edition / Scatter Plots 7 Marketing Research 12th Edition / Scatter Plots (Contd.) 8 Marketing Research 12th Edition / Correlation Coefficient 9 Simple Correlation Coefficient Pearson Product-moment Correlation Coefficient Marketing Research 12th Edition / Determining Sample Correlation Coefficient 10 Marketing Research 12th Edition / Testing the Significance of the .