1. Cross-tabulations and Banners

3. Cross-tabulation Way to organize data by groups or categories, thus facilitating comparisons; joint frequency distribution of observations on two or more sets of variables Contingency table: Result of cross- tabulating two variables, such as survey questions Relative to univariate analyses, bivariate analyses can provide more insights

4. Example #1

9. Example #2

12. Looking for Differences Between Groups

13. Type of Measurement Differences between two independent groups Nominal Chi-square test When Chi-square Test Appropriate

14. MenWomenTotal Aware 50 10 60 Unaware 15 25 40 65 35 100 Awareness of Tire Manufacturer’s Brand Question: Do men differ from women in their awareness? Example #3

15. Chi-Square Test x² = chi-square statistics O i = observed frequency in the i th cell E i = expected frequency on the i th cell

16. R i = total observed frequency in the i th row C j = total observed frequency in the j th column n = sample size Chi-Square Test

17. d.f.=(R-1)(C-1) Degrees of Freedom

18. Chi-Square Test

27. Elaboration and Refinement Moderator variable –Third variable that alters or has a contingent effect on the relationship between an independent variable and a dependent variable –Spurious relationship An apparent relationship between two variables that is not authentic

31. Tworatingscales 4 quadrants two-dimensionaltable Importance-PerformanceAnalysis) Quadrant Analysis