Consumer Behavior Research Methods

Descriptive Statistics

Associative analysis: Relationship between variables (Pearson/Spearman)

  • So, to examine a linear relationship between 2 variables, we use correlations (r)
  • However, we need to take into account what levels of measurement our variables have


Pearson correlation coefficient

• Both variables metric (interval/ratio)
• Linear relationship

Spearman rank correlation coefficient
• One or both variables are ordinal

  • For both correlation coefficients: -1 ≤ r ≤ 1

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