当代市场调研10E全套配套课件中英文PPTch17.ppt

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1、ChapterSeventeen17-1BivariateAnalysisofAssociationBivariateTechniques:Statisticalmethodsofanalyzingtherelationshipbetweentwovariables.IndependentVariable:Variablebelievedtoaffectthevalueofthedependentvariable.17-2KeyTerms&DefinitionsDependentVariable:Variableexpectedtobeexp

2、lainedorcausedbytheindependentvariable.BivariateRegressionAnalysis:Theanalysisofthestrengthofthelinearrelationshipbetweenvariableswhenoneisconsideredtheindependentvariableandtheotheristhedependentvariable.BivariateAnalysisofAssociation17-3KeyTerms&DefinitionsScatterDiagramS

3、catterDiagram:GraphicplotofthedatawithdependentvariableontheY(vertical)axisandtheindependentvariableontheX(horizontal)axis.Showsthenatureoftherelationshipbetweenthetwovariables,linearornonlinear.17-4KeyTerms&DefinitionsTypesofRelationshipsFoundinScatterDiagrams17-5KeyTerms&

4、DefinitionsTypesofRelationshipsFoundinScatterDiagrams17-6KeyTerms&DefinitionsValuesfor“a”and“b”canbecalculatedasfollows:Least-SquaresEstimationProcedure17-7KeyTerms&DefinitionsLeast-SquaresEstimationProcedureTheleast-squaresprocedureisafairlysimplemathematicaltechniquethatc

5、anbeusedtofitdataforXandYtoalinethatbestrepresentstherelationshipbetweenthetwovariables.17-8KeyTerms&DefinitionsLeast-SquaresEstimationProcedureTheleast-squaresprocedureisafairlysimplemathematicaltechniquethatcanbeusedtofitdataforXandYtoalinethatbestrepresentstherelationshi

6、pbetweenthetwovariables.17-9KeyTerms&DefinitionsCoefficientofDetermination17-10KeyTerms&DefinitionsCoefficientofDetermination17-11KeyTerms&DefinitionsCoefficientofDetermination17-12KeyTerms&DefinitionsStatisticalSignificanceofRegressionResults17-13KeyTerms&DefinitionsStatis

7、ticalSignificanceofRegressionResults17-14KeyTerms&DefinitionsErrorSumsofSquares(SSE)SumofSquaresDuetoRegressionVariationnotexplainedbytheregression.Instudyingtherelationshipbetweenvehiculartrafficandsales,thecoefficientofdeterminationmaybeusedtomeasurethepercentofthetotalva

8、riation.17-15KeyTerms&DefinitionsHypothesesConcerningOverallRegressionHerewe,asthe