Cross Tabs & Chi-Square

If "p" is less than or equal to 0.05, refer to the ___ and ___ within the table to explain what differences exist

"row percents" & "column percents"

Cross Tabulations

An analysis that classifies observations of two or more variables into subgroups

Ha

Variable 1 IS dependent on Variable 2.

H0

Variable 1 is NOT dependent on Variable 2

Frequency Distribution

describes one variable at a time

Why cross-tabulation is widely used in marketing research?

(1)can be easily interpreted and understood by managers who are not statistically oriented; (2)the clarity of interpretation provides a stronger link between research results and managerial action; (3)a series of cross-tabulations may provide greater insights into a complex phenomenon than a single multivariate analysis; (4)may alleviate the problem of sparse cells, which could be serious in discrete multivariate analysis; and (5)simple to conduct and appealing to less sophisticated researcher

Pearson chi-square (χ2) test of independence

A commonly used statistic for testing the null hypothesis that categorical variables are independent of one another

Presence

A difference exists if the Chi sq number is larger than the critical val

Null hypothesis is always the hypothesis that...

IS tested

What is a hypothesis test?

It involves testing a statement about the relationship between variables via a statistics test.

What does the expression p<.05 mean?

It means, the probability (p) that this result could have been produced by chance (or random error) is less than 5%. There are Statistically SIGNIFICANT difference

To see whether groups exhibit different percentages belonging to each category...

Run a crosstab

What is the purpose of Associative Analysis?

To determine if 2 or more variables are related in a systematic way

If reject the null

accept alternative hypothesis which will lead to changes in action

Cross Tabulation

describes two or more variables simultaneously

An alternative hypothesis

difference is expected seeking evidence to see if it is true desired result

Hypothesis Testing in Cross-Tabulation

look at chart in powerpoint

Looking for differences between groups within your sample

need at least 2 variables both variables should be nominal or ordinal

If the null is not rejected...

no changes will be made

Cross-tabulation results in tables that...

reflect the joint distribution of two or more variables with a limited number of categories or distinct values

Null Hypothesis

the status quo, no differences