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Marketing Research: Within a Changing Information Environment, 2/e
Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida
Data Analysis: Testing for Association

Learning Objectives


1.

Understand and evaluate the types of relationships between variables.

2.

Understand the concept of association and covariaton.

3.

Understand the differences in Chi Square, Pearson Correlation, and Spearman Correlation.

4.

Explain the concept of practical significance versus statistical significance.

5.

Understand when and how to use regression analysis.








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