Summary Introduction to Research in
Marketing
Instructors Prof. Dr. Els Gijsbrechts
Msc. Ilona Weeterings
Course Sheets
Materials Additional comments during lectures
Hair, Black, Babin, Anderson (2014)=HBBAT, Multivariate Data Analysis (Specified
Chapters )
Written: 80% Exam: 7-4-2017, Resit: 23 June 2017-01-30
Students should obtain at least 5 (on 10) for each part to pass the course
,Summary Introduction to Research in Marketing Send to: Jimmy Glimmerveen (J.Glimmerveen.uvt.nl)
Table of Contents
Introduction to multivariate analysis ........................................................................................................................ 4
Preliminary Data analysis and data preparation ..................................................................................................... 9
1 ANOVA analysis .................................................................................................................................................11
Step 1 Defining the objectives ......................................................................................................................11
Step 2 Design the analysis plan .....................................................................................................................12
Step 3 Checking assumptions ........................................................................................................................12
Step 4 Model estimation & fit .......................................................................................................................13
Step 5 Interpreting the outcomes ................................................................................................................14
Step 6 Validation of the outcomes ..............................................................................................................15
Step 7 Using the results ..................................................................................................................................15
2 Conjoint analyiss.................................................................................................................................................16
Step 1 Defining the objectives ......................................................................................................................16
Step 2 Design the analysis plan .....................................................................................................................17
Step 3 Checking assumptions ........................................................................................................................19
Step 4 Model estimation & fit .......................................................................................................................19
Step 5 Interpreting the outcomes ................................................................................................................20
Step 6 Validation of the outcomes ..............................................................................................................21
Step 7 Using the results ..................................................................................................................................21
3 Logistic Regression analysis .............................................................................................................................22
Step 1 Defining the objectives ......................................................................................................................22
Step 2 Design the analysis plan .....................................................................................................................22
Step 3 Checking assumptions ........................................................................................................................23
Step 4 Model estimation & fit .......................................................................................................................24
Step 5 Interpreting the outcomes ................................................................................................................25
Step 6 Validation of the outcomes ..............................................................................................................26
Step 7 Using the results ..................................................................................................................................27
Made by: Mirte van Schaijk
Maart 2017
2
,Summary Introduction to Research in Marketing Send to: Jimmy Glimmerveen (J.Glimmerveen.uvt.nl)
4 Factor analysis .....................................................................................................................................................28
Step 1 Defining the objectives ......................................................................................................................28
Step 2 Design the analysis plan .....................................................................................................................28
Step 3 Checking assumptions ........................................................................................................................29
Step 4 Model estimation & fit .......................................................................................................................29
Step 5 Interpreting the outcomes ................................................................................................................33
Step 6 Validation of the outcomes ..............................................................................................................34
Step 7 Using the results ..................................................................................................................................34
5 Cluster analysis ...................................................................................................................................................37
Step 1 Defining the objectives ......................................................................................................................37
Step 2 Design the analysis plan .....................................................................................................................37
Step 3 Checking assumptions ........................................................................................................................38
Step 4 Model estimation & fit .......................................................................................................................39
Step 5 Interpreting the outcomes ................................................................................................................41
Step 6 Validation of the outcomes ..............................................................................................................42
Step 7 Using the results ..................................................................................................................................43
6 Multi Dimensional Scaling (MDS) ...................................................................................................................44
Step 1 Defining the objectives ......................................................................................................................44
Step 2 Design the analysis plan .....................................................................................................................44
Step 3 Checking assumptions ........................................................................................................................47
Step 4 Model estimation & fit | Deriving the perceptual maps ............................................................47
Step 5 Interpreting the outcomes ................................................................................................................49
Step 6 Validation of the outcomes ..............................................................................................................52
Step 7 Using the results ..................................................................................................................................52
Made by: Mirte van Schaijk
Maart 2017
3
, Summary Introduction to Research in Marketing Send to: Jimmy Glimmerveen (J.Glimmerveen.uvt.nl)
Introduction to multivariate analysis
Lecture: 30 januari 2017
HBBA: Chapter 1
1.1 Defining multivariate analysis
Multivariate Broadly speaking, it refers to all statistical methods that simultaneously analyze
analysis multiple measurements on each individual or object under investigation
NL: Breed genomen, verwijst het naar statistische methods die tegelijkertijd meervoudig
metingen uitvoeren op elk individueel niveau. Elk gelijktijdige analyse van meer dan 2
variabele.
1.2 Some basic concepts
1.2.1 Measurement Scales
Schalen zijn onder te verdelen in non-metric scales en metric scales.
Non metric scales Zijn attributen, karakteristieken, categoriale Nominale schaal
Non-metrische schalen eigenschappen die een subject beschrijven, Ordinale schaal
en waarmee je niet kunt rekenen. Het gaat
niet om aantallen.
Metric Scales Zijn attributen, karakteristieken, categoriale Intervalschaal
Metrische schalen eigenschappen die een subject beschrijven, Ratio schaal
en waarmee je wel kunt regelen. Geven wel
een hoeveelheid aan.
Scale Uitleg Voorbeeld Methoden
Nominale Er worden nummers toegekend om Merknaam, Procenten, Mode,
scale objecten of subjecten te meten. Deze geslacht, Chi-Square test
Laagste niveau getallen vertegenwoordigen slechts studentnummer
categorieën, geen hoeveelheden. Er is
geen orde van de categorieën.
Ordinale scale Zie nominaal, maar hier zit een orde in. Voorkeur Percentielen (5% have
Ze zijn niet kwantitatief maar geven ranking, an higher value),
een relatieve positie aan in een serie. opleidingsniveau Median,
Het één is groter of beter dan het Rank correlation
ander, maar het is niet meetbaar + eerdere methoden
hoeveel.
Interval scale De rangorde is oplopend met gelijke Temperatuur, Standaard deviatie,
afstanden. Het kent een willekeurig prijs index Aritmetische
nulpunt waardoor een punt op de gemiddelden, range,
schaal niet perse een vermenigvuldiging Product-moment
is van een ander punt. correlation
Not fixed arbitraty origon + eerdere methoden
Ratio Scale De rangorde is oplopend met gelijke Kosten, aantal Geometric average,
Hoogste afstanden. Het heeft een absoluut klanten, leeftijd coefficient of variation
niveau nulpunt. Fixed arbitraty origin. + eerdere methoden
Het is het beste om zo hoog mogelijk te meten, je kunt dit gemakkelijker vertalen naar een lager
niveau dan andersom. Zie voorbeeld volgende pagina.
Made by: Mirte van Schaijk
Maart 2017
4
Marketing
Instructors Prof. Dr. Els Gijsbrechts
Msc. Ilona Weeterings
Course Sheets
Materials Additional comments during lectures
Hair, Black, Babin, Anderson (2014)=HBBAT, Multivariate Data Analysis (Specified
Chapters )
Written: 80% Exam: 7-4-2017, Resit: 23 June 2017-01-30
Students should obtain at least 5 (on 10) for each part to pass the course
,Summary Introduction to Research in Marketing Send to: Jimmy Glimmerveen (J.Glimmerveen.uvt.nl)
Table of Contents
Introduction to multivariate analysis ........................................................................................................................ 4
Preliminary Data analysis and data preparation ..................................................................................................... 9
1 ANOVA analysis .................................................................................................................................................11
Step 1 Defining the objectives ......................................................................................................................11
Step 2 Design the analysis plan .....................................................................................................................12
Step 3 Checking assumptions ........................................................................................................................12
Step 4 Model estimation & fit .......................................................................................................................13
Step 5 Interpreting the outcomes ................................................................................................................14
Step 6 Validation of the outcomes ..............................................................................................................15
Step 7 Using the results ..................................................................................................................................15
2 Conjoint analyiss.................................................................................................................................................16
Step 1 Defining the objectives ......................................................................................................................16
Step 2 Design the analysis plan .....................................................................................................................17
Step 3 Checking assumptions ........................................................................................................................19
Step 4 Model estimation & fit .......................................................................................................................19
Step 5 Interpreting the outcomes ................................................................................................................20
Step 6 Validation of the outcomes ..............................................................................................................21
Step 7 Using the results ..................................................................................................................................21
3 Logistic Regression analysis .............................................................................................................................22
Step 1 Defining the objectives ......................................................................................................................22
Step 2 Design the analysis plan .....................................................................................................................22
Step 3 Checking assumptions ........................................................................................................................23
Step 4 Model estimation & fit .......................................................................................................................24
Step 5 Interpreting the outcomes ................................................................................................................25
Step 6 Validation of the outcomes ..............................................................................................................26
Step 7 Using the results ..................................................................................................................................27
Made by: Mirte van Schaijk
Maart 2017
2
,Summary Introduction to Research in Marketing Send to: Jimmy Glimmerveen (J.Glimmerveen.uvt.nl)
4 Factor analysis .....................................................................................................................................................28
Step 1 Defining the objectives ......................................................................................................................28
Step 2 Design the analysis plan .....................................................................................................................28
Step 3 Checking assumptions ........................................................................................................................29
Step 4 Model estimation & fit .......................................................................................................................29
Step 5 Interpreting the outcomes ................................................................................................................33
Step 6 Validation of the outcomes ..............................................................................................................34
Step 7 Using the results ..................................................................................................................................34
5 Cluster analysis ...................................................................................................................................................37
Step 1 Defining the objectives ......................................................................................................................37
Step 2 Design the analysis plan .....................................................................................................................37
Step 3 Checking assumptions ........................................................................................................................38
Step 4 Model estimation & fit .......................................................................................................................39
Step 5 Interpreting the outcomes ................................................................................................................41
Step 6 Validation of the outcomes ..............................................................................................................42
Step 7 Using the results ..................................................................................................................................43
6 Multi Dimensional Scaling (MDS) ...................................................................................................................44
Step 1 Defining the objectives ......................................................................................................................44
Step 2 Design the analysis plan .....................................................................................................................44
Step 3 Checking assumptions ........................................................................................................................47
Step 4 Model estimation & fit | Deriving the perceptual maps ............................................................47
Step 5 Interpreting the outcomes ................................................................................................................49
Step 6 Validation of the outcomes ..............................................................................................................52
Step 7 Using the results ..................................................................................................................................52
Made by: Mirte van Schaijk
Maart 2017
3
, Summary Introduction to Research in Marketing Send to: Jimmy Glimmerveen (J.Glimmerveen.uvt.nl)
Introduction to multivariate analysis
Lecture: 30 januari 2017
HBBA: Chapter 1
1.1 Defining multivariate analysis
Multivariate Broadly speaking, it refers to all statistical methods that simultaneously analyze
analysis multiple measurements on each individual or object under investigation
NL: Breed genomen, verwijst het naar statistische methods die tegelijkertijd meervoudig
metingen uitvoeren op elk individueel niveau. Elk gelijktijdige analyse van meer dan 2
variabele.
1.2 Some basic concepts
1.2.1 Measurement Scales
Schalen zijn onder te verdelen in non-metric scales en metric scales.
Non metric scales Zijn attributen, karakteristieken, categoriale Nominale schaal
Non-metrische schalen eigenschappen die een subject beschrijven, Ordinale schaal
en waarmee je niet kunt rekenen. Het gaat
niet om aantallen.
Metric Scales Zijn attributen, karakteristieken, categoriale Intervalschaal
Metrische schalen eigenschappen die een subject beschrijven, Ratio schaal
en waarmee je wel kunt regelen. Geven wel
een hoeveelheid aan.
Scale Uitleg Voorbeeld Methoden
Nominale Er worden nummers toegekend om Merknaam, Procenten, Mode,
scale objecten of subjecten te meten. Deze geslacht, Chi-Square test
Laagste niveau getallen vertegenwoordigen slechts studentnummer
categorieën, geen hoeveelheden. Er is
geen orde van de categorieën.
Ordinale scale Zie nominaal, maar hier zit een orde in. Voorkeur Percentielen (5% have
Ze zijn niet kwantitatief maar geven ranking, an higher value),
een relatieve positie aan in een serie. opleidingsniveau Median,
Het één is groter of beter dan het Rank correlation
ander, maar het is niet meetbaar + eerdere methoden
hoeveel.
Interval scale De rangorde is oplopend met gelijke Temperatuur, Standaard deviatie,
afstanden. Het kent een willekeurig prijs index Aritmetische
nulpunt waardoor een punt op de gemiddelden, range,
schaal niet perse een vermenigvuldiging Product-moment
is van een ander punt. correlation
Not fixed arbitraty origon + eerdere methoden
Ratio Scale De rangorde is oplopend met gelijke Kosten, aantal Geometric average,
Hoogste afstanden. Het heeft een absoluut klanten, leeftijd coefficient of variation
niveau nulpunt. Fixed arbitraty origin. + eerdere methoden
Het is het beste om zo hoog mogelijk te meten, je kunt dit gemakkelijker vertalen naar een lager
niveau dan andersom. Zie voorbeeld volgende pagina.
Made by: Mirte van Schaijk
Maart 2017
4
