2basic Concept
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Unit 2 2.1
1Variate mX1 Xmm
1X12X2mXm
C. F. Chen, 2006
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2nonmetric scale nominal scale ordinal scale
metric scale interval scale ratio scale
C. F. Chen, 2006
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C. F. Chen, 2006
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C. F. Chen, 2006
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3(Reliability) Cronbachs Retest Reliability Split Half Reliability C. F. Chen, 2006
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Cronbachs Cronbach(1951) Cronbachs Cronbachs
Cronbachs Cronbach0.350.350.70.70.6C. F. Chen, 2006
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(Validity) (Content Validity) C. F. Chen, 2006
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(Criterion-Related Validity) (Criterion)(Construct Validity) C. F. Chen, 2006
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2.2 ni1,2,3,,n mj1,2,3,,m Xijij
C. F. Chen, 2006
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2.3
S
S2
Cov XC. F. Chen, 2006
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2.4
H0 1
C. F. Chen, 2006
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P7 1-1C. F. Chen, 2006
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2.5 dependent variableindependent variable C. F. Chen, 2006
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P10 1-2C. F. Chen, 2006
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C. F. Chen, 2006
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C. F. Chen, 2006
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2.6
1 23 4 56Validate
C. F. Chen, 2006
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2.7 (Likert Scale) (Quasi-Interval Scale) C. F. Chen, 2006
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C. F. Chen, 2006
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3~11C. F. Chen, 2006
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2.8 ExcelIPA (Importance-Performance Analysis)
C. F. Chen, 2006
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C. F. Chen, 2006
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C. F. Chen, 2006
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C. F. Chen, 2006
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C. F. Chen, 2006
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2.9 SeminarC. F. Chen, 2006
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2.10 Hairs datasetC. F. Chen, 2006
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Variable Description Variable TypeData Warehouse Classification VariablesX1Customer Typenonmetric X2Industry Typenonmetric X3Firm Sizenonmetric X4RegionnonmetricX5Distribution SystemnonmetricPerformance Perceptions VariablesX6Product QualitymetricX7E-Commerce Activities/WebsitemetricX8Technical SupportmetricX9Complaint ResolutionmetricX10Advertising metricX11Product LinemetricX12Salesforce ImagemetricX13Competitive PricingmetricX14Warranty & ClaimsmetricX15New ProductsmetricX16Ordering & BillingmetricX17Price FlexibilitymetricX18Delivery SpeedmetricOutcome/Relationship MeasuresX19Satisfactionmetric X20Likelihood of Recommendationmetric X21Likelihood of Future Purchasemetric X22Current Purchase/Usage Levelmetric X23Consider Strategic Alliance/Partnership in FuturenonmetricDescription of HBAT Primary Database Variables
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C. F. Chen, 2006
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C. F. Chen, 2006