MULTIVARIATE ANALYSIS

TECHNIQUES

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 FACTORS INFLUENCING THE
SELECTION OF A DATA
ANALYSIS STRATEGY

Previous steps of the marketing research

projectProblem definition, development
of an approach, and research design. Data
analysis is geared toward providing
information that will help answer the
problem at hand.
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 FACTORS INFLUENCING THE
SELECTION OF A DATA
ANALYSIS STRATEGY

Known characteristics of the dataFor

example, scale of measurement (nominal,
ordinal, interval, or ratio). Certain
techniques are only appropriate for certain
types of data.

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 FACTORS INFLUENCING THE
SELECTION OF A DATA
ANALYSIS STRATEGY
Properties of the statistical techniques
Different statistical techniques serve
different purposes and have different
underlying assumptions with varying
degrees of robustness to their violations.
Statistical techniques vary in their purpose
and involve different assumptions.
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FACTORS INFLUENCING THE
SELECTION OF A DATA
ANALYSIS STRATEGY

Background and philosophy of the

researcherResearchers vary in degree of
sophistication and philosophies (in making
assumptions about the variables and their
underlying populations).

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 CLASSIFICATION OF
STATISTICAL TECHNIQUES
Statistical techniques can be classified as
univariate and multivariate.
Univariate techniques are appropriate for
analyzing data when there is a single
measurement of each element in the sample,
or if there are several measurements on each
element, each variable is analyzed in
isolation.
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 Univariate Techniques

Metric Data Non-metric Data

One Sample Two or More One Sample Two or More

Samples Samples
* t test * Frequency
* Z test * Chi-Square
* K-S
* Runs
* Binomial
Independent Related
* Two- Group * Paired Independent
t test Related
t test
* Z test * Chi-Square
* One-Way * Sign
* Mann-Whitney * Wilcoxon
ANOVA * Median * McNemar
* K-S * Chi-Square
* K-W ANOVA
 Multivariate techniques are suitable for
analyzing data when there are two or more
measurements on each element and the
variables are analyzed simultaneously.
They differ from univariate (single
phenomenon) techniques in that they shift the
focus away from the levels (averages) and
distributions (variances) of phenomena,
concentrating instead upon the degree of
relationships (correlations or covariances)
among these phenomena. 8
 Multivariate statistical techniques can be
classified as dependence techniques or inter-
dependence techniques.
Dependence techniques are appropriate when
one or more variables can be identified as
dependent variables and the remaining as
independent variables.
In interdependence techniques, the variables
are not classified as dependent or independent;
rather, the whole set of interdependent
relationships is examined. 9
 Multivariate Techniques

Dependence Interdependence
Technique Technique

One Dependent More Than One Variable Inter-object

Variable Dependent Variable Interdependence Similarity

* Cross- * Multivariate * Factor * Cluster Analysis

Tabulation Analysis of Analysis * Multidimensional
* Analysis of Variance and Scaling
Variance and Covariance
Covariance * Canonical
* Multiple Correlation
Regression * Multiple
* Conjoint Discriminant
Analysis Analysis 10