Unit 2 2.1

1Variate mX1 Xmm

1X12X2mXm

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2nonmetric scale nominal scale ordinal scale

metric scale interval scale ratio scale

C. F. Chen, 2006

C. F. Chen, 2006

C. F. Chen, 2006

3(Reliability) Cronbachs Retest Reliability Split Half Reliability C. F. Chen, 2006

Cronbachs Cronbach(1951) Cronbachs Cronbachs

Cronbachs Cronbach0.350.350.70.70.6C. F. Chen, 2006

(Validity) (Content Validity) C. F. Chen, 2006

(Criterion-Related Validity) (Criterion)(Construct Validity) C. F. Chen, 2006

2.2 ni1,2,3,,n mj1,2,3,,m Xijij

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2.3

S

S2

Cov XC. F. Chen, 2006

2.4

H0 1

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P7 1-1C. F. Chen, 2006

2.5 dependent variableindependent variable C. F. Chen, 2006

P10 1-2C. F. Chen, 2006

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C. F. Chen, 2006

2.6

1 23 4 56Validate

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2.7 (Likert Scale) (Quasi-Interval Scale) C. F. Chen, 2006

C. F. Chen, 2006

3~11C. F. Chen, 2006

2.8 ExcelIPA (Importance-Performance Analysis)

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C. F. Chen, 2006

C. F. Chen, 2006

C. F. Chen, 2006

C. F. Chen, 2006

2.9 SeminarC. F. Chen, 2006

2.10 Hairs datasetC. F. Chen, 2006

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

C. F. Chen, 2006

C. F. Chen, 2006