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ChapterEighteen18-1
MultivariateAnalysisMultivariateRegressionAnalysisMultipleDiscriminantAnalysisClusterAnalysisFactorAnalysisConjointAnalysisAgeneraltermforstatisticalproceduresthatsimultaneouslyanalyzemultiplemeasurementsoneachindividualorobjectunderstudy.18-2KeyTerms&Definitions
MultivariateAnalysis18-3KeyTerms&Definitions
MultipleRegressionKeyConceptsCoefficientofDetermination:Measuredchangesinthedependentandindependentvariables.RegressionCoefficients:Effectoftheindependentvariableonthedependentvariable.DummyVariables:They"renominallyscaledvariablesincludedinregressionanalysis.Aprocedureforpredictingthelevelormagnitudeofa(metric)dependentvariablebasedonthelevelsofmultipleindependentvariables.18-4KeyTerms&Definitions
MultipleRegressionAnalysis18-5KeyTerms&Definitions
MultipleRegressionAnalysis18-6KeyTerms&Definitions
UsesofMultipleRegressionAnalysis18-7KeyTerms&Definitions
CoefficientofDetermination:Measureofthepercentageofthevariationinthedependentvariableexplainedbyvariationsintheindependentvariables.RegressionCoefficients:Estimatesoftheeffectofindividualindependentvariablesonthedependentvariable.DummyVariables:Inregressionanalysis,awayofrepresentingtwo-groupordichotomous,nominallyscaledindependentvariablesbycodingonegroupas0andtheotheras1.18-8KeyTerms&DefinitionsMultipleRegressionMeasurementApplications
PotentialUseandInterpretationProblemsCollinearity:Correlationofindependentvariableswitheachother,whichcanbiasestimatesofregressioncoefficients.Causation:Inferencethatachangeinonevariableisresponsiblefor(caused)anobservedchangeinanothervariable.ScalingofCoefficients:Amethodofdirectlycomparingthemagnitudesoftheregressioncoefficientsofindependentvariablesbyscalingtheminthesameunitsorbystandardizingthedata.18-9KeyTerms&Definitions
StandardizationProcess18-10KeyTerms&Definitions
MultipleDiscriminantAnalysisMultipleDiscriminantAnalysis:Procedureforpredictinggroupmembershipfora(nominalorcategorical)dependentvariableonthebasisoftwoormoreindependentvariables.MetricScale:Atypeofquantitativethatprovidesthemostprecisemeasurement.NominalorCategorical:Atypeofnon-metricqualitativedatascalethatonlyusesnumberstoindicatemembershipinagroup(e.g.,1=male,2=female).Mostmathematicalandstatisticalprocedurescannotbeappliedtonominaldata.18-11KeyTerms&Definitions
MultipleDiscriminantAnalysisDiscriminantScore:Scorethatisthebasisforpredictingtowhichgroupaparticularobjectorindividualbelongs;alsocalledZscore.DiscriminantCoefficient:Estimateofthediscriminatorypowerofaparticularindependentvariable;alsocalleddiscriminantweight.ClassificationMatrix:Amatrixortablethatshowsthepercentagesofpeopleorthingscorrectlyandincorrectlyclassifiedbythediscriminantmodel.18-12KeyTerms&Definitions
ClusterAnalysisThegeneraltermforstatisticalproceduresthatclassifyobjects,orpeople,intosomenumberofmutuallyexclusiveandexhaustivegroupsonthebasisoftwoormoreclassificationvariables.18-13KeyTerms&DefinitionsConsumerswhofrequentlyeatoutbutseldomeatatfast-foodrestaurants.Peoplewhofrequentlyeatoutandalsofrequentlyeatatfast-foodrestaurants.Peoplewhodonotfrequentlyeatoutorfrequentlyeatatfast-foodrestaurants.
ExampleofClusterAnalysisK-meansClusterAnalysis:Multivariateprocedurethatgroupspeopleorobjectsintoclustersbasedontheirclosenesstoeachotheronanumberofvariables.18-14KeyTerms&Definitions
FactorAnalysisAprocedureforsimplifyingdatabyreducingalargesetofvariablestoasmallersetoffactorsofcompositevariablesbyidentifyingdimensionsofthedata.Factor:Alinearcombinationofvariablesthatarecorrelatedwitheachother.18-15KeyTerms&Definitions
FactorScoresInfactoranalysis,afactorscoreiscalculatedoneachfactorforeachsubjectinthedataset.Forexample,inafactoranalysiswithtwofactors,thefollowingequationsmightbeusedtodeterminefactorscores:18-16KeyTerms&Definitions
FactorLoadingCorrelationbetweenfactorscoresandtheoriginalvariables.OtherKeyIssues:NamingFactorsNumberoffactorstoRetain18-17KeyTerms&Definitions
ConjointAnalysisMultivariateprocedureusedtoquantifythevalueconsumersassociatewithdifferentlevelsofproduct/serviceattributesorfeatures.18-18KeyTerms&Definitions
ConjointAnalysis–EstimatingUtilitiesUtilities:Therelativevalueofattributelevelsdeterminedthroughconjointanalysis.18-19KeyTerms&Definitions
ConjointAnalysis–EstimatingUtilitiesUtilities:Therelativevalueofattributelevelsdeterminedthroughconjointanalysis.18-20KeyTerms&Definitions
LimitationsofConjointAnalysis18-21KeyTerms&DefinitionsThereisacertaindegreeofartificiality.Respondentsmaybemoredeliberateintheirchoiceprocesses.Thesurveymayprovidemoreproductinformationthanrespondentswouldgetinarealmarketsituation.Theadvertisingandpromotionofanynewproductcanleadtoconsumerperceptionsthatareverydifferentfromthosecreatedviadescriptionsusedinasurvey.
AftersomePre-processing,theactualdataminingprocessismadeofthreesteps:1.Modeling—byclustering,classification,orestimation2.Validation3.ApplicationoftheResultsPredictiveAnalyticsProcessKeyTerms&Definitions18-22
Examplesofeachoneintoday’sworld:PrivacyLegalEthicsDataMiningConcerns18-23KeyTerms&Definitions
18-24KeyTerms&DefinitionsMultivariateAnalysisMultipleRegressionAnalysisCoefficientofDeterminationRegressionCoefficientsDummyVariablesCollinearityCausationScalingofCoefficientsMultipleDiscriminantAnalysisMetricScaleNominalorCategoricalDiscriminantScoreLinksandbuttonareactivewhenin“SlideShowMode”KeyTerms&DefinitionsDiscriminantCoefficientClassificationMatrixClusterAnalysisK-meansClusterAnalysisFactorAnalysisFactorScoresFactorLoadingConjointAnalysisLimitationsofConjointAnalysisEstimatingUtilities