ABSTRACT
Bivariate analysis would assess each of these relationships in individuals by looking closely at how brand loyalty affects interest as well as how demographic characteristics such as income level affect interest. However, it is likely that the client would like to know which of those variables is the most important predictor when all of the variables are considered simultaneously. The statistical tests and procedures covered in this unit provide the basics you need to get started in conducting such tests using multivariate inferential statistics.
