Data Analysis

 

Measures of Association Multivariate Analysis

Measures of Association


Nominal Data (Non-Parametric)



Chi square based measures Kruskal s gamma (considers tied pairs) Spearman s rho correlation Kendall s tau b

Ordinal Data
  

Measures of Association


Bivariate Correlation Analysis

  

Pearson s Product Moment Coefficient: r Coefficient of determination: r2 Correlation matrix Method of least squares Predictions Testing the goodness of fit (F-test)

Bivariate Linear Regression

  

Multivariate Analysis


Dependency Techniques


Correlation and Regression



Forward and Backward regression Relationship between two or more dependent variables

MANOVA: Multivariate analysis of variance



  

Conjoint Analysis Discriminant Analysis Perceptual Mapping

Business Research Application



Conjoint Analysis  Used for product design and pricing  Works on utility levels

Business Research Application



Discriminant Analysis  Assigns objects to groups  Selects, classifies and predicts  Used for identifying potential/nonpotential customer or low-risk/highrisk customers

Business Research Application



Perceptual Mapping  Attribute based  Extension of discriminant analysis

Multivariate Analysis


Independency Techniques
   

Factor Analysis Cluster Analysis Multi-dimensional Scaling (MDS) Perceptual Mapping

Business Research Application



Factor Analysis  Reduction of variables  Factor extraction  Used for establishing purchase criterion  Classifies attributes

Business Research Application



Cluster Analysis  Combines similar objects  Segmentation application

Business Research Application



Multi-dimensional Scaling (MDS)  Used for brand positioning  Attribute based  similarity/dissimilarity based