Summary
Contents
Subject index
Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each methods as well as showing how they are applied. Real data sets and detailed guidance on the use of appropriate software is included along with discussion of: Sampling, Data management an statistical packages, Hypothesis testing, Cluster analysis, Structural equation modelling.
Association, Log-linear Analysis and Canonical Correlation Analysis
Association, Log-linear Analysis and Canonical Correlation Analysis
This Chapter discusses methods which explore associations among non-metric (categorical) variables and relationships between sets of variables of any type. Where two categorical variables are concerned, measures of correlation ...
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