Predictive Analysis in Marketing Research

Slides:



Advertisements
Similar presentations
11-1 Empirical Models Many problems in engineering and science involve exploring the relationships between two or more variables. Regression analysis.
Advertisements

Probability & Statistical Inference Lecture 9
6-1 Introduction To Empirical Models 6-1 Introduction To Empirical Models.
Regression Analysis Module 3. Regression Regression is the attempt to explain the variation in a dependent variable using the variation in independent.
Regression Analysis Once a linear relationship is defined, the independent variable can be used to forecast the dependent variable. Y ^ = bo + bX bo is.
Business Research Methods William G. Zikmund Chapter 23 Bivariate Analysis: Measures of Associations.
Learning Objectives 1 Copyright © 2002 South-Western/Thomson Learning Data Analysis: Bivariate Correlation and Regression CHAPTER sixteen.
Chapter 12 Simple Linear Regression
LINEAR REGRESSION: What it Is and How it Works Overview What is Bivariate Linear Regression? The Regression Equation How It’s Based on r.
MULTIPLE REGRESSION. OVERVIEW What Makes it Multiple? What Makes it Multiple? Additional Assumptions Additional Assumptions Methods of Entering Variables.
LINEAR REGRESSION: What it Is and How it Works. Overview What is Bivariate Linear Regression? The Regression Equation How It’s Based on r.
Chapter 10 Simple Regression.
Statistics for Managers Using Microsoft® Excel 5th Edition
Bivariate Regression CJ 526 Statistical Analysis in Criminal Justice.
Statistics for Managers Using Microsoft® Excel 5th Edition
Multiple Linear Regression Introduction to Business Statistics, 5e Kvanli/Guynes/Pavur (c)2000 South-Western College Publishing.
Multivariate Data Analysis Chapter 4 – Multiple Regression.
19-1 Chapter Nineteen MULTIVARIATE ANALYSIS: An Overview.
Multiple Regression and Correlation Analysis
Multiple Regression Research Methods and Statistics.
Simple Linear Regression Analysis
Forecasting Revenue: An Example of Regression Model Building Setting: Possibly a large set of predictor variables used to predict future quarterly revenues.
1 1 Slide © 2008 Thomson South-Western. All Rights Reserved Slides by JOHN LOUCKS & Updated by SPIROS VELIANITIS.
Correlation & Regression
Quantitative Business Analysis for Decision Making Multiple Linear RegressionAnalysis.
Marketing Research Aaker, Kumar, Day and Leone Tenth Edition
Introduction to Linear Regression and Correlation Analysis
Regression Analysis Regression analysis is a statistical technique that is very useful for exploring the relationships between two or more variables (one.
Correlation and Regression
Forecasting Revenue: An Example of Regression Model Building Setting: Possibly a large set of predictor variables used to predict future quarterly revenues.
Understanding Regression Analysis Basics. Copyright © 2014 Pearson Education, Inc Learning Objectives To understand the basic concept of prediction.
Chapter 12 Examining Relationships in Quantitative Research Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Business Research Methods William G. Zikmund Chapter 23 Bivariate Analysis: Measures of Associations.
1 1 Slide © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole.
Copyright © 2010 Pearson Education, Inc Chapter Seventeen Correlation and Regression.
Examining Relationships in Quantitative Research
Multiple Regression and Model Building Chapter 15 Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin.
Chapter 7 Relationships Among Variables What Correlational Research Investigates Understanding the Nature of Correlation Positive Correlation Negative.
Chapter 4 Linear Regression 1. Introduction Managerial decisions are often based on the relationship between two or more variables. For example, after.
Chapter Sixteen Copyright © 2006 McGraw-Hill/Irwin Data Analysis: Testing for Association.
Copyright © 2010 Pearson Education, Inc Chapter Seventeen Correlation and Regression.
Chapter 16 Data Analysis: Testing for Associations.
Examining Relationships in Quantitative Research
Chapter Thirteen Copyright © 2006 John Wiley & Sons, Inc. Bivariate Correlation and Regression.
Statistics for Managers Using Microsoft Excel, 4e © 2004 Prentice-Hall, Inc. Chap 14-1 Chapter 14 Multiple Regression Model Building Statistics for Managers.
I271B QUANTITATIVE METHODS Regression and Diagnostics.
Copyright © 2010 Pearson Education, Inc Chapter Seventeen Correlation and Regression.
B AD 6243: Applied Univariate Statistics Multiple Regression Professor Laku Chidambaram Price College of Business University of Oklahoma.
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Simple Linear Regression Analysis Chapter 13.
Statistics for Managers Using Microsoft Excel, 4e © 2004 Prentice-Hall, Inc. Chap 14-1 Chapter 14 Multiple Regression Model Building Statistics for Managers.
Multiple Regression Analysis Regression analysis with two or more independent variables. Leads to an improvement.
Copyright © 2012 Wolters Kluwer Health | Lippincott Williams & Wilkins Chapter 18 Multivariate Statistics.
Chapter 14 Introduction to Regression Analysis. Objectives Regression Analysis Uses of Regression Analysis Method of Least Squares Difference between.
Lecturer: Ing. Martina Hanová, PhD.. Regression analysis Regression analysis is a tool for analyzing relationships between financial variables:  Identify.
1 1 Slide © 2008 Thomson South-Western. All Rights Reserved Slides by JOHN LOUCKS St. Edward’s University.
Predicting Future. Two Approaches to Predition n Extrapolation: Use past experiences for predicting future. One looks for patterns over time. n Predictive.
Chapter 12 REGRESSION DIAGNOSTICS AND CANONICAL CORRELATION.
Multiple Regression.
Understanding Regression Analysis Basics
Regression Diagnostics
Chapter 13 Created by Bethany Stubbe and Stephan Kogitz.
Multiple Regression.
BIVARIATE REGRESSION AND CORRELATION
Multiple Regression.
LESSON 24: INFERENCES USING REGRESSION
CHAPTER- 17 CORRELATION AND REGRESSION
Simple Linear Regression
Multiple Regression Chapter 14.
Regression Forecasting and Model Building
Chapter 13 Additional Topics in Regression Analysis
Presentation transcript:

Predictive Analysis in Marketing Research Chapter 19 Predictive Analysis in Marketing Research

Understanding Prediction Prediction: statement of what is believed will happen in the future made on the basis of past experience or prior observation

Understanding Prediction Two Approaches Two approaches to prediction: Extrapolation: detects a pattern in the past and projects it into the future Predictive model: uses relationships among variables to make a prediction

Understanding Prediction Goodness of Predictions All predictions should be judges as to their “goodness” (accuracy). The goodness of a predictions is based on examination of the residuals (errors: comparisons of predictions to actual values).

Bivariate Regression Analysis With bivariate analysis, one variable is used to predict another variable. The straight-line equation is the basis of regression analysis.

Bivariate Regression Analysis

Bivariate Regression Analysis Basic Procedure Independent variable: used to predict the independent variable (x in the regression straight-line equation) Dependent variable: that which is predicted (y in the regression straight-line equation) Least squares criterion: used in regression analysis; guarantees that the “best” straight-line slope and intercept will be calculated

Bivariate Regression Analysis Basic Procedure…cont. The regression model, intercept, and slope must always be tested for statistical significance. Regression analysis predictions are estimates that have some amount of error in them. Standard error of the estimate: used to calculate a range of the prediction made with a regression equation

Bivariate Regression Analysis Basic Procedure…cont. Regression predictions are made with confidence intervals

Multiple Regression Analysis Multiple regression analysis uses the same concepts as bivariate regression analysis, but uses more than one independent variable. General conceptual model: identifies independent and dependent variables and shows their basic relationships to one another

Multiple Regression Analysis

Multiple Regression Analysis Multiple regression: means that you have more than one independent variable to predict a single dependent variable

Multiple Regression Analysis Basic assumptions: A regression plane is used instead of a line. Coefficient of determination (multiple R): indicates how well the independent variables can predict the dependent variable in multiple regression Independence assumption: the independent variables must be statistically independent and uncorrelated with one another Variance inflation factor (VIF): can be used to assess and eliminate multicollinearity

Multiple Regression Analysis

Multiple Regression Analysis

Multiple Regression Analysis Special uses of multiple regression: Dummy independent variable: scales with a nominal 0-versus-1 coding scheme Standardized beta coefficient: betas that indicate the relative importance of alternative predictor variables Multiple regression is sometimes used to help a marketer apply market segmentation.

Stepwise Multiple Regression Stepwise regression is useful when there are many independent variables, and a researcher wants to narrow the set down to a smaller number of statistically significant variables. The one independent variable that is statistically significant and explains the most variance is entered into the multiple regression equation. Then each statistically significant independent variable is added in order of variance explained. All insignificant independent variable are eliminated.

Two Warnings Regarding Multiple Regression Analysis Regression is a statistical tool, not a cause-and-effect statement. Regression analysis should not be applied outside the boundaries of data used to develop the regression model.