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Multivariate analysis:
Multivariate analysis -
Equations :
Equations ANOVA Y1 = X1 + X2 + X3 +...+ Xn (metric DV) (non-metric IVs) MANOVA Y1 + Y2 + ... + Yn = X1 + X2 + X3 +...+ Xn (metric DVs) (non-metric IVs)
Univariate Research Example Subjects shown different advertising messages Emotional or Informational or ?? Viewers rate appeal of the message using scores from 1 to 10 Ad appeal?
Multivariate Procedures :
Multivariate Procedures One IV, multiple DVs, two groups The k Group Case: MANOVA Multiple IVs, multiple DVs, more than two treatment groups Null Hypothesis ~ that there is no difference between vectors of means of multiple DVs across the treatment groups
:
9/19/2010 Latent Variable Modeling 17 Elaboration- Multivariate analysis allows the researcher to elaborate on the relationship between two variables in order to determine the relationship between the variables or to determine the conditions necessary to create a specific relationship between variables. Introduces other variables to determine the links between the independent and dependent variables or to specify the conditions under which the association takes place Benefits of Multivariate Analysis
Its Expensive :
9/19/2010 Latent Variable Modeling 22 Its Expensive
Its Complicated :
9/19/2010 Latent Variable Modeling 23 Its Complicated
Types of MANOVA :
Types of MANOVA
1 Multiple Regression :
9/19/2010 Latent Variable Modeling 27 1 Multiple Regression An extension of bivariate regression Allows for the simultaneous investigation two or more independent variables a single interval-scaled dependent variable
Regression Analysis :
Regression Analysis Attempts to explain the variability in a dependent variable (e.g., sales) using one or more independent variables (e.g., advertising, price, promotion etc.) A composite (usually linear) of the independent variables that is close in magnitude to the value of the dependent
variable (*) Sales = a + b Advertising - c Price + Error Known: Values of Sales, Advertising and Price Unknown: a, b, c, Error Strategy: Assuming some properties for the Error, come up with values of a, b, and c that satisfy * above
Discriminant Analysis :
9/19/2010 Latent Variable Modeling 30 Discriminant Analysis A research team uses discriminant analysis to classify groups or objects by a set of independent variables. Discriminant analysis enables a marketing researcher to determine linear combinations of the independent variables of interest to the client. 18-11
2 Discriminant Analysis :
2 Discriminant Analysis MANOVA ~ sort of a mirror image of discriminant analysis DVs in MANOVA become IVs of DA DV of DA becomes IV of MANOVA
Factor Analysis :
9/19/2010 Latent Variable Modeling 34 Factor Analysis A research team uses factor analysis to distill the information contained in a large number of variables into a smaller number of subgroups called factors. 18-6
3 Factor Analysis :
9/19/2010 Latent Variable Modeling 37 3 Factor Analysis Factor analysis is a class of techniques which reduce and summarize data For example, taking 14 variables, and finding similarities and reducing those 14 variables to 4 factors (These reduced variables are known as factors)
Factor Analysis :
9/19/2010 Latent Variable Modeling 38 Factor Analysis Factor analysis is not about making predictions from variablesit is about finding relationships between whole sets of variables, and finding the strength of those relationships
Factor AnalysisExample :
9/19/2010 Latent Variable Modeling 39 Factor AnalysisExample A grocery store administers a survey to customers, asking them to rate stores in a variety of traits Convenient / inconvenient location Low-quality / high-quality products Modern / old-fashioned Unfriendly / friendly staff Sophisticated / unsophisticated customers Cluttered / spacious Fast / slow check-out Unorganized / organized layout Enjoyable / unenjoyable shopping experience Bad / good reputation Good / bad service Unhelpful / helpful clerks Good / bad selection Dull / exciting
Factor AnalysisExample :
9/19/2010 Latent Variable Modeling 40 Factor analysis shows that the 14 variables fit into 4 factors For each respondent, a factor score to be used in future analysis is generated for each respondent by taking the sum of the products of the variable and a weighting for that variable Factor1= (Variable1 x Weight1) + (V2 x W2) + Factor AnalysisExample Factor 1 Quality products Modern stores Reputation Selection Factor 2 Customers Check-out Dull Factor 3 Friendliness of clerks Cluttered Layout Factor 4 Location Shopping experience Service Helpfulness of clerks
Factor Analysis :
Height Weight Occupation Education Source of Income Size Social Status Factor Analysis Latent Variable ModelingCopyright 2000 Harcourt, Inc. All rights reserved.
Cluster Analysis :
9/19/2010 Latent Variable Modeling 42 Cluster Analysis Marketing researchers draw upon the power of cluster analysis to classify objects or respondents into groups that have something in common. Cluster analysis, to put it another way, pinpoints whats similar within groups but different between them. 18-9
Cluster Analysis :
9/19/2010 Latent Variable Modeling 45 Cluster Analysis There are many approaches to finding clusters or groups of data points with similar values, always through use of mathematical formulas Most statistical software packages have tools to do all of the calculations
5 Conjoint Analysis :
9/19/2010 Latent Variable Modeling 47 5 Conjoint Analysis Shows the economic trade-offs people make when different product traits (brand, configuration, packaging, etc.) are combined Helps identify both important attributes and ideal product configurations
Conjoint Example :
9/19/2010 Latent Variable Modeling 48 Conjoint Example Product manager for dairy has the following ice cream options: 3 ice cream formulations (gelato, premium, cheap) 12 different base flavors (vanilla, chocolate, strawberry, mocha, etc.) 6 different flavor sworls (marshmallow, chocolate syrup, fudge, strawberry, caramel) 12 different mix-ins (pralines, peanuts, brownie bits, cookie dough, etc.) (3 x 12 x 6 x 12) = 2,592 different flavor combinations By giving test subjects the choice of different combinations of attributes, the relative importance of each category emerges, and the preferred level or trait in each falls out
Conjoint Analysis :
9/19/2010 Latent Variable Modeling 49 Conjoint Analysis Marketing researchers draw upon the power of conjoint analysis to estimate the value (utility) respondents associate with different product and/or service features. Conjoint analysis, then, lets a marketing research team communicate the most preferred combination of features to a client. 18-13