tailieunhanh - MARKETING RESEARCH PART 18

Determining and Interpreting Associations Among Variables. Associative Analyses • Associative analyses: determine where stable relationships exist between two variables | Determining and Interpreting Associations Among Variables Associative Analyses Associative analyses determine where stable relationships exist between two variables Examples - What methods of doing business are associated with level of customer satisfaction - What demographic variables are associated with repeat buying of Brand A - Is type of sales training associated with sales performance of sales representatives - Are purchase intention scores of a new product associated with actual sales of the product Ch 18 2 Relationships Between Two Variables Relationship a consistent systematic linkage between the levels or labels for two variables Levels refers to the characteristics of description for interval or ratio level of temperature etc. Labels refers to the characteristics of description for nominal or ordinal scales buyers v. non-buyers etc. As we shall see this concept is important Ch 18in understanding the type of .

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