Chapter 9

Can you relate? Correlation and simple linear regression


This chapter considers the relationship between two variables. An illustration might be to investigate if there is a relationship between perceived sophistication of a design and the amount of previous experience buying consumer products online—and, if so, what is that relationship? We introduce simple regression analysis, which explores the relationship between an interval-scale or ratio-scale variable and a second variable of any scale, although more often than not, the second variable is also an interval-scale or ratio-scale variable. Examples could be the two variables that are each measured on a Likert scale or the above-mentioned example of perceived design sophistication ...

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