International Marketing Lab

Introduction:
r2 = 1 correlation is virually noexistent
R2 =1 fit is virtual noexistent
X1=10

X2=20

X2=2 x X1; r2=1; =0; actually r2 = ]0;1[ which means r2 = 0.01- 0.999
Cause effect (this is effect of that) , for prove this we need:
correlation; time; first doing 1 and after is effect of 1
Day, Night, Day, Night... is there a correlation? Yes
Is there time correlation? Yes because after Day is Night (the night is effect of day)
Are they causes effected? (Is the night the effect of day?)No (because the day can be
effect of night)

Multivariate Analysis:
Multivariate Data Analysis = all statistical methods that simuyltaneously analyze
multiple measurements on each individual or object under investigation

Linear regression

Multidimensional regression

is an approach for modeling the

relationship between a scalar
dependent variable y and one or more
explanatory variables (or independent
variables) denoted X

is a subdivision of statistics
encompassing the simultaneous
observation and analysis of more than
one outcome variable

Measurement scales:
Nonmetric:

Nominal male=0; female=1)size of number is not related to the amount of the

characteristic being measured
Ordinal (baby=0; young=1;teenager=2;adult=3;old=4) larger numbers
indicate more or less of the characteristic measured but not how much or less.

Metrics

Interval (angle of 180)

ratio

Dummy variable = nonmetric independent variable that has two or more distinct
levels that are usually coded 0 and 1.

Measurement error = distorts observed relationship and makes techniques less

powerful.
Validity = ( I am really measure what I need to measure?) the agree to which a
measure accurately represents what is supposed to. (I am measuring intelligence or
memory?)
Reliability = the degree to which the observed variable measures the true value and
is thus error free. (is my meter calibrated exactly? Is it really 100 cm long?)

EFA (Exploratory Factory Analysis)

Scatter plot basic picture how the data is looking like. (graph) More common
is linear one.
Very low correlation means that there may be not correlated.

There is correlation, but is not linear correlation. Its looks like a smile and not a
linear.

Utilitarian I buy something what I need, driven by a need. (buying with a list)
Hedonic people who buy what they really need

Multidimensional Scale

Conjoint

Experiements

MANOVA

SPSS
Nominal = words
Scale = major of something
Ordinal = verbal but can be nominal (age)

Huge gap in median and mean means that (average health in Switzerland and
Bangladesh)