Marketing Research （英文原版 下）

《Marketing Research （英文原版 下）》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、ChapterSeventeenCorrelationandRegression©2007PrenticeHall17-11ChapterOutline1)Overview2)Product-MomentCorrelation3)PartialCorrelation4)NonmetricCorrelation5)RegressionAnalysis6)BivariateRegression7)StatisticsAssociatedwithBivariateRegressionAnalysis8)ConductingBivariate

2、RegressionAnalysisi.ScatterDiagramii.BivariateRegressionModel©2007PrenticeHall2ChapterOutlineEstimationofParametersStandardizedRegressionCoefficientSignificanceTestingStrengthandSignificanceofAssociationPredictionAccuracyAssumptionsMultipleRegressionStatisticsAssociated

3、withMultipleRegressionConductingMultipleRegressionPartialRegressionCoefficientsStrengthofAssociationSignificanceTestingExaminationofResiduals©2007PrenticeHall3ChapterOutline12)StepwiseRegression13)Multicollinearity14)RelativeImportanceofPredictors15)CrossValidation16)Re

4、gressionwithDummyVariables17)AnalysisofVarianceandCovariancewithRegression18)Summary©2007PrenticeHall4ProductMomentCorrelationTheproductmomentcorrelation,r,summarizesthestrengthofassociationbetweentwometric(intervalorratioscaled)variables,sayXandY.Itisanindexusedtodeter

5、minewhetheralinearorstraight-linerelationshipexistsbetweenXandY.AsitwasoriginallyproposedbyKarlPearson,itisalsoknownasthePearsoncorrelationcoefficient.Itisalsoreferredtoassimplecorrelation,bivariatecorrelation,ormerelythecorrelationcoefficient.©2007PrenticeHall5Fromasa

6、mpleofnobservations,XandY,theproductmomentcorrelation,r,canbecalculatedas:r=(Xi-X)(Yi-Y)Si=1n(Xi-X)2Si=1n(Yi-Y)2Si=1nDivisionofthenumeratoranddenominatorby(n-1)givesr=(Xi-X)(Yi-Y)n-1Si=1n(Xi-X)2n-1Si=1n(Yi-Y)2n-1Si=1n=COVxySxSyProductMomentCorrelation©2007PrenticeHall6P

7、roductMomentCorrelationrvariesbetween-1.0and+1.0.Thecorrelationcoefficientbetweentwovariableswillbethesameregardlessoftheirunderlyingunitsofmeasurement.©2007PrenticeHall7ExplainingAttitudeTowardtheCityofResidenceTable17.1©2007PrenticeHall8ProductMomentCorrelationThecor

8、relationcoefficientmaybecalculatedasfollows:=(10+12+12+4+12+6+8+2+18+9+17+2)/12=9.333XY=(6+9+8+3+10+4+5+2+11+9