Multivariate Statistics: An Introduction, Essay Example

While this course has taken up a number of statistical techniques, there are still many others that were not included because of time constraints. This essay dwells upon some of those other tests which are grouped together as multivariate analysis tools and considers the applicability of these tools in quantitative research. In particular, this study considers the use of ANCOVA to business and marketing research.

As discussed by Burkholder, multivariate analysis is appropriate for a quantitative study when the researcher is interested in examining the effects of more than one factor in a research design at the same time. This is useful particularly when considering research designs that are conducted in natural settings. In controlled settings, the design can be arranged such that there are no other variable factors other than the dependent and independent variables. That is, the groups compared are comparable in every respect except for the variables being investigated. However, this is impossible to have in uncontrolled settings, where there are many variables that may have some effect on the dependent variable apart from the effect of the independent variable. As such, it is important in such settings to use multivariate analysis as a means of accounting for such other factors.

One tool that I am interested in is the ANCOVA. I believe that using the ANCOVA, I will be able to conduct research on the preferences of consumers more effectively. I can use ANCOVA to account for and remove the variability contributed to the data by all other relevant factors aside from my independent variable. The problem with consumer preference research is that it is so difficult to do this in an experimental setting, and the threat to external validity is high since real life is not similar to the experimental settings. As such, the use of ANCOVA may be essential to my future as a researcher.

Reference

Burkholder, G. Multivariate Statistics: An Introduction