Bài giảng Hướng dẫn sử dụng SPSS trong nghiên cứu marketing: Regression and correlation - Ngô Thái Hưng

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Bài giảng Hướng dẫn sử dụng SPSS trong nghiên cứu marketing: Regression and correlation - Ngô Thái Hưng Đ I H C TÀI CHÍNH - MARKETINGChuyên đ : HƯ NG D N S D NG SPSSTRONG NGHIÊN C U MARKETING Ngô Thái HưngREGRESSION AND CORRELATION INTRODUCTIONIn statistics when faced with data weattempt to summarise it and then look forthe patterns. Regression is about patterns,the possible relationship between two setsof data, bivariate data INTRODUCTIONAre two variables related?What sort of relationship is there?Can we describe the strength of therelationship?Can we predict one variable from theother? SCATTER DIAGRAMThe first thing to do is to plot the data,with the independent (x) variable on thehorizontal axis and the dependent (y)variable vertically.Graphs > Chart > Scatter/Dot CORRELATIONCorelation quantifies the strength of thelinear relationship between the twovariables and olso indicates the directionof the relationship.Pearson’s product monent correlationcoefficent is used where you havevariables which represent measurementsof some form.Use Analyze > Correlate > Bivariate CORRELATIONSpearman’s rank correlation coefficent canalso be used when you have merelyordered variables REGRESSIONHaving discovered that two variables arecorrelated the next question might be canwe model this data using a traight line?We first have to decide which variable isdependent on the otherUse Analyze > Regression > Linear MULTIPLE REGRESSIONMultiple regression is used where we havemore than one variable which mightpredict the dependent variable.