TAILIEUCHUNG - Lecture Marketing research (10th edition): Chapter 18 - McDaniel, Gates

Chapter 18 - Multivariate data analysis. This chapter include objectives: Define multivariate data analysis, gain insights into multivariate software, describe multiple discriminant analysis, understand cluster analysis, understand factor analysis. | Chapter Eighteen 18-1 Multivariate Analysis Multivariate Regression Analysis Multiple Discriminant Analysis Cluster Analysis Factor Analysis Conjoint Analysis A general term for statistical procedures that simultaneously analyze multiple measurements on each individual or object under study. 18-2 Key Terms & Definitions The professor might want to explain perceptual mapping also. Perceptual mapping is explained in an earlier edition of this text and in other text books on marketing research. Multivariate Analysis 18-3 Key Terms & Definitions Multiple Regression Key Concepts Coefficient of Determination: Measured changes in the dependent and independent variables. Regression Coefficients: Effect of the independent variable on the dependent variable. Dummy Variables: They're nominally scaled variables included in regression analysis. A procedure for predicting the level or magnitude of a (metric) dependent variable based on the levels of multiple independent variables. 18-4

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Nghiên cứu thị trường
• Multivariate data analysis
• Multivariate analysis procedures
• Multivariate software
• Marketing environment
• Managing marketing research
• Research ethics
• Data collection
• Descriptive research
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
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• Research report
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• The marketing research process
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• Causal research designs
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• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
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• Types of survey error
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• Marketing data
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