# mrSess_24

Document Sample

```					Welcome
Friends
Multivariate measures of
association

•   Introduction
•   Multiple regression
•   LISREL
•   Conjoint analysis
introduction
• In this ch. We’ll discuss the measure of
association between more than two
variables.
• The precautions have to be taken which
are taken in bivariate.
• Assumptions underlying each of the
methods should be fully understood &
utilized to obtain accurate result.
multiple Regression

• Regression analysis is used in marketing
research.
• More than one independent variable can
be used to predict the dependent variable.
• So, The process of using more than one
variable to predict the defined variable is
called Multiple Regression.
• The eq.- Y= a+ b1X1 + b2X2 +…..bnXn.
USE of multiple regression
in Marketing Research
• Multiple regression can be used for solving
a variety of marketing problems i.e.-
• Forecasting
• Outlet location decisions
• Quota determination
• Marketing mix analysis
• Determining the relationship
• Estimating values for missing data.
Lisrel
LISERAL is an acronym for Linear Structural Relationship, It
analyzes covariance Techniques through 2 models.
1- measurement model, 2- structural equation model

Formal Education                        Manager’s observation
Training
On-the-job training
Performance
Motivation test
Work output
Behavior observation         Motivation           Measurement

PATH DIAGRM FOR EMPLOYEE PERFORMANCE
Conjoint analysis
• The researcher use this analysis to identify the
products that meet their needs best.
• It used to with non-metric (non-quantifiable)
Independent variables. It is used for new product
development.
* In this method cross tabulation is used when the
variables are 2 or 3 numbers. But as the number
of attributes grows, the problems becomes too
complex to be handled by cross tabulation.
Thanks
• By:
•     Sandeep Saxena
Faculty member marketing