Figure 1: Chart for Choosing Among Statistical Tests
Churchill, Gilbert A. and Iacobucci, Dawn (2005) Marketing Research, Methodological Foundations (ninth edition), Thomson South-Western.
#Dep Vars?
1
Level Meas
Prediction Dep Var?
0
N/O
Total# Vars?
1
Level of Measurement?
N: Frequencies, %’s,
Chi-square
O: Kolmogorov-Smirnov
I/R: means
I/R
2
3+
Level Meas Predictor(s)?
N: Contingency Coef,
Index Pred. Assoc,
Logit, z-test proportion
O: Spearman Rank Corr
(w ordinal dep var)
I: Discriminant Analysis
Interdependence
Level of Measurement?
N/O: Cross-tabs
Chi-square
I/R: Correlation
Level of Measurement?
N: Cluster analysis
O: Kendall’s Coef of
Concordance
I: Factor analysis,
Cluster analysis,
MDS
Level Meas Predictor(s)?
N/O: t-test or z-test,
ANOVA
I/R: Regression,
Conjoint