tailieunhanh - Lecture Marketing research (12th edition) - Chapter 20: Discriminant, factor and cluster analysis

Chapter 20 - Discriminant, factor and cluster analysis. In this chapter, the following content will be discussed: Discriminant analysis, objectives of discriminant analysis, basic concept, discriminant function, discriminant function – a graphical illustration,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Twenty 2 Discriminant, Factor and Cluster Analysis Marketing Research 12th Edition / Discriminant Analysis Used to classify individuals into one of two or more alternative groups on the basis of a set of measurements Used to identify variables that discriminate between naturally occurring groups 3 Prediction Description Major Uses Marketing Research 12th Edition / Objectives of Discriminant Analysis Determining linear combinations of the predictor variables to separate groups by measuring between-group variation relative to within-group variation Developing procedures for assigning new objects, firms, or individuals, whose profiles, but not group identity are known, to one of the two groups Testing whether significant differences exist between the two groups based on the group centroids Determining which variables count most in explaining inter-group differences 4 Marketing . | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Twenty 2 Discriminant, Factor and Cluster Analysis Marketing Research 12th Edition / Discriminant Analysis Used to classify individuals into one of two or more alternative groups on the basis of a set of measurements Used to identify variables that discriminate between naturally occurring groups 3 Prediction Description Major Uses Marketing Research 12th Edition / Objectives of Discriminant Analysis Determining linear combinations of the predictor variables to separate groups by measuring between-group variation relative to within-group variation Developing procedures for assigning new objects, firms, or individuals, whose profiles, but not group identity are known, to one of the two groups Testing whether significant differences exist between the two groups based on the group centroids Determining which variables count most in explaining inter-group differences 4 Marketing Research 12th Edition / If we can assume that two populations have the same variance, then the usual value of C is where X1 and XII are the mean values for the two groups, respectively. Basic Concept 5 Distribution of two populations Marketing Research 12th Edition / Discriminant Function Where Z = discriminant score b = discriminant weights X = predictor (independent) variables 6 Zi = b1 X1 + b2 X2 + b3 X3 + . + bn Xn In a particular group, each individual has a discriminant score (zi) Σ zi = centroid (group mean); where i = individual Indicates most typical location of an individual from a particular group Marketing Research 12th Edition / Discriminant Function – A Graphical Illustration 7 Marketing Research 12th Edition / Cut-off Score Criterion against which each individual’s discriminant score is judged to determine into which group the individual should be classified 8 For equal group sizes For unequal group sizes Marketing Research 12th Edition / Determination of Significance Null