Finding Relationships
Introduction
Cross-tabs are
the mainstay for analysis, but they make it a challenge to find relationships,
especially if they're large. Consider the Brand most
frequently purchased and the Segment that
respondents belong to for the yogurt data. A table created using
the Fit Y by X platform is
shown in Figure 5.30 Brand by Segment Cross-tab. What relationships
do you see? In this section I first review using dynamic graphs and
tables and then introduce correspondence analysis and odds ratio analysis
as ways to look for relationships. Ordinary Least Squares and logistic
models are also introduced.
Figure 5.30 Brand by Segment Cross-tab
Graphs and Tabulations
Overview
Graphs and tabulations are key analytical tools ...
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