A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments Page: 72
viii, 232 leaves : ill.View a full description of this dissertation.
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72
between the respondents. To s.uaplify the analysis, a. fre-
quency distribution of the correlation coefficient and co-
efficients of determination has been constructed. The
individual correlation coefficients for the. three market ■ -
structures can be found in Appendix B, Tables XXXIX, XL, and
XL I.
The following tables are a summary of the correlation
coefficients and coefficients of determination for the three
market structures under analysis. The first column in the
tables is the range the correlation coefficients fall into.
The correlation coefficient is computed by taking two vari-
ables and measuring the degree of association between them.
In this study, the variables that were used were the "D"
statistical stores of the respondents. Each respondent's
"D" score was correlated with every other respondent's "D"
score in the entire sample. The correlation coefficient's
computation can best be explained by the following example.
One takes two variables, X and Y, and holds X as the con-
stant. If X changes, Y should change providing there is a
relationship between the two variables. If there is a rela-
tionship, it can be either positive, variables changing in
the same direction, or it can be' negative, X increasing and
Y decreasing. The closer the relationship, either positive
or negative, the higher the coefficient becomes. A correla-
tion of 1.0000 is considered perfect whether it be positive
or negative. In each segment, there are a number of perfect
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Anderson, Robert Lee, 1940-. A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments, dissertation, August 1971; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc164459/m1/83/: accessed July 16, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .