Correlation and Regression
CHAPTER 20 Stage 1 Problem definition Correlation and regression Stage 2 Research approach developed Objectives After reading this chapter, you should be able to: Stage 3 1 discuss the concepts of product moment correlation, partial Research design correlation and part correlation, and show how they provide a developed foundation for regression analysis; 2 explain the nature and methods of bivariate regression analysis Stage 4 and describe the general model, estimation of parameters, Fieldwork or data standardised regression coefficient, significance testing, collection prediction accuracy, residual analysis and model cross- validation; Stage 5 3 explain the nature and methods of multiple regression analysis Data preparation and the meaning of partial regression coefficients; and analysis 4 describe specialised techniques used in multiple regression analysis, particularly stepwise regression, regression with dummy variables, and analysis of variance and covariance with Stage 6 Report preparation regression; and presentation 5 discuss non-metric correlation and measures such as Spearman’s rho and Kendall’s tau. Correlation is the simplest way to understand the association between two metric variables. When extended to multiple regression, the relationship between one variable and several others becomes more clear. Overview Overview Chapter 19 examined the relationship among the t test, analysis of variance and covariance, and regression. This chapter describes regression analysis, which is widely used for explaining variation in market share, sales, brand preference and other mar- keting results. This is done in terms of marketing management variables such as advertising, price, distribution and product quality. Before discussing regression, however, we describe the concepts of product moment correlation and partial corre- lation coefficient, which lay the conceptual foundation for regression analysis.
[Show full text]