Page 307 - DMGT404 RESEARCH_METHODOLOGY

Unit 13: Multivariate Analysis

14. Six observations on two variables are available, as shown in the following table: Notes
Obs. X 1 X 2
a -1 -2
b 0 0
c 2 2
d -2 -2
e 1 -1
f 1 2

(a) Plot the observations in a scatter diagram. How many groups would you say there
are, and what are their members?
(b) Apply the nearest neighbor method and the Euclidean distance as a measure of
dissimilarity.

Answers: Self Assessment

1. origin 2. simple linear
3. Multivariate 4. two or more
5. two 6. Conjoint
7. attributes 8. output
9. principle component factor 10. descriptive/exploratory
11. standardized 12. Cluster
13. marketing 14. categorize, examine
15. perceptual mapping.

13.10 Further Readings

Books A Parasuraman, Dhruv Grewal, Marketing Research, Biztantra
Cisnal Peter, Marketing Research, MCGE.
Hague & Morgan, Marketing Research in Practice, Kogan page.
Paneerselvam, R, Research Methods, PHI.
Tull and Donalds, Marketing Research, MMIL.

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