TAILIEUCHUNG - Lecture Marketing research - Chapter 13: Bivariate correlation and regression

After studying this chapter you will be able to: comprehend the nature of correlation analysis, understand bivariate regression analysis, become aware of the coefficient of determination, R2. Inviting you to refer. | Copyright © 2004 John Wiley & Sons, Inc. Bivariate Correlation and Regression CHAPTER Thirteen Learning Objectives 1. To comprehend the nature of correlation analysis. 2. To understand bivariate regression analysis. 3. To become aware of the coefficient of determination, R2. Bivariate Analysis Defined The degree of association between two variables Bivariate techniques Statistical methods of analyzing the relationship between two variables. Multivariate Techniques When more than two variables are involved Independent variable Affects the value of the dependent variable Dependent variable explained or caused by the independent variable To understand bivariate regression analysis. Bivariate Analysis of Association Types of Bivariate Procedures Two group t-tests chi-square analysis of cross-tabulation or contingency tables ANOVA (analysis of variance) for two groups Bivariate regression Pearson product moment correlation To understand bivariate regression analysis. Bivariate Analysis of Association Bivariate Regression Defined Analyzing the strength of the linear relationship between the dependent variable and the independent variable. Nature of the Relationship Plot in a scatter diagram Dependent variable Y is plotted on the vertical axis Independent variable X is plotted on the horizontal axis Nonlinear relationship Bivariate Regression To understand bivariate regression analysis. Y X A - Strong Positive Linear Relationship To understand bivariate regression analysis. Figure Types of Relationships Found in Scatter Diagrams Bivariate Regression Example Bivariate Regression Y X B - Positive Linear Relationship Figure Types of Relationships Found in Scatter Diagrams To understand bivariate regression analysis. Bivariate Regression Y X C - Perfect Negative Linear Relationship Figure Types of Relationships Found in Scatter Diagrams To understand bivariate regression analysis. Bivariate Regression X D - Perfect Parabolic Relationship Figure Types of .

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