Multi variate techniques

1. 4 Ps of Marketing Research
PURPOSE : Research Problem and Objectives
Population: Target audience for your research
Procedure: Research Methodology
Publication: Reporting of your findings

2. UNIVARIATE ANALYSIS
Usage of Brand X Number %
1. Regular Users of Brand X 200 ( 40 )
2. Occasional Users of Brand X 150 ( 30 )
3. Non-users of Brand X 50 ( 30 )
------ -------
Total 500 (100)
------ -------
• Single variable is used (usage of brand)

3. A Classification of Univariate Techniques
Independent Related
Independent Related
* Two- Group
test
* Z test
* One-Way
ANOVA
* Paired
t test * Chi-Square
* Mann-Whitney
* Median
* K-S
* K-W ANOVA
* Sign
* Wilcoxon
* McNemar
* Chi-Square
Metric Data Non-metric Data
Univariate Techniques
One Sample Two or More
Samples
One Sample Two or More
Samples
* t test
* Z test
* Frequency
* Chi-Square
* K-S
* Runs
* Binomial

4. Bi variate techniques
BRAND Region wise Buyers (No.)
North South East West Total
Taj 25 20 20 15 80
Lipton 10 15 20 5 50
Tata 15 15 10 30 70
Total 50 50 50 50 200
Two Variables are used : Brand and region

5. A Classification of Multivariate Techniques
More Than One
Dependent
Variable
* Multivariate Analysis
of Variance
* Canonical Correlation
* Multiple Discriminant
Analysis
* Structural Equation
Modeling
and Path Analysis
* Cross-Tabulation
* Analysis of
Variance and
Covariance
* Multiple
Regression
* 2-Group
Discriminant/Logit
* Conjoint Analysis
* Factor
Analysis
* Confirmatory
Factor Analysis
One Dependent
Variable
Variable
Interdependence
Interobject
Similarity
* Cluster Analysis
* Multidimensional
Scaling
Dependence
Technique
Interdependence
Technique
Multivariate Techniques

6. Purchase of Fashion Clothing by Marital Status
Purchase of
Fashion
Current Marital Status
Clothing
Married Unmarried
High 31% 52%
Low 69% 48%
Column 100% 100%
Total 700 300 Purchase of
Fashion
Clothing
Sex
Male Female
Married Not
Married
Married Not
Married
High 35% 40% 25% 60%
Low 65% 60% 75% 40%
Column
totals
100% 100% 100% 100%
Number of
cases
400 120 300 180

7. Ownership of Expensive Automobiles by Education Level and Income Levels
Own
Expensive
Automobile
College
Degree
No
College
Degree
College
Degree
No College
Degree
Yes 20% 20% 40% 40%
No 80% 80% 60% 60%
Column totals 100% 100% 100% 100%
Number of
respondents
100 700 150 50
Low Income High Income
Income
Own Expensive
Automobile
Education
College Degree No College Degree
Yes
No
Column totals
Number of cases
32%
68%
100%
250
21%
79%
100%
750

8. A Classification of Hypothesis Testing Procedures for
Examining Differences
Independent
Samples
Paired
Samples Independent
Samples
Paired
Samples
* Two-Group t
test
* Z test
* Paired
t test
* Chi-Square
* Mann-Whitney
* Median
* K-S
* Sign
* Wilcoxon
* McNemar
* Chi-Square
Hypothesis Tests
One Sample Two or More
Samples
One Sample Two or More
Samples
* t test
* Z test
* Chi-Square *
K-S
* Runs
* Binomial
Parametric Tests
(Metric Tests)
Non-parametric Tests
(Nonmetric Tests)

9. One Sample t-test
• A Business School in its advertisements claims that the
average salary of the graduates in a particular lean
year is at par with the average salaries offered at the
top five business schools. A sample of 30 graduates
from the b school whose claim was to be verified, was
taken at random.
• The Average salary offered at the top five business
schools in that year was given as Rs.750000
• Ho: There is no difference between the average salary
of the business school in question and the average
salary of the top 5 b schools

10. Independent t test
• 15 customers of hotel oberoi each in mumbai
and delhi were asked to rate the services on a
7 point scale.
• Ho: There is no difference in the service level
between Delhi and Mumbai units

11. Paired sample ‘t’ test
• Same sample could be used for two
measurements in a same research study.
Especially in Advtg.
• A sample of 18 respondents whom were asked to
rate on a 10 point interval scale, their attitude
towards Cadbury’s before and after an ad
campaign was released for this brand.
• 1- highly disliked/10 liked very much
• Ho: There is no difference in the ratings given by
the respondents before and after they saw the
campaign