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Market Data Analysis Using JMP by Walter R. Paczkowski

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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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