Application of ANOVA

What is ANOVA?

An ANOVA is an analysis of the variation present

in an experiment. It is a test of the hypothesis that
the existence of differences among several
population means.
 Application of ANOVA
ANOVA is designed to detect differences
among means from populations subject to
different treatments

ANOVA is a joint test

• The equality of several population means is
tested simultaneously or jointly.

ANOVA tests for the equality of several

population means by looking at two estimators
of the population variance (hence, analysis of
variance).
 The Hypothesis Test of Analysis of Variance
• In an analysis of variance:
We have r independent random samples, each one
corresponding to a population subject to a different
treatment.
We have:
 n = n1+ n2+ n3+ ...+nr total observations.
 r sample means: x1, x2 , x3 , ... , xr
 These r sample means can be used to calculate an
estimator of the population variance. If the population
means are equal, we expect the variance among the
sample means to be small.
 r sample variances: s12, s22, s32, ...,sr2
 These sample variances can be used to find a pooled
estimator of the population variance.
The Hypothesis Test of Analysis of
Variance (continued): Assumptions
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 Extension of ANOVA to Three Factors
Source of Sum of Degrees
Variation Squares of Freedom Mean Square F Ratio
Factor A SSA a-1 SSA MSA
MSA  F 
a 1
MSE
Factor B SSB b-1 SSB MSB
MSB  F 
b 1 MSE
Factor C SSC c-1 SSC MSC
MSC  F 
c 1 MSE
Interaction SS(AB) (a-1)(b-1) SS ( AB ) MS ( AB )
MS ( AB )  F 
(AB) ( a  1)( b  1) MSE

Interaction SS(AC) (a-1)(c-1) SS ( AC ) MS ( AC )

MS ( AC )  F 
(AC) ( a  1)( c  1) MSE
Interaction SS(BC) (b-1)(c-1) SS ( BC ) MS ( BC )
MS ( BC )  F 
(BC) ( b  1)( c  1) MSE

Interaction SS(ABC) (a-1)(b-1)(c-1) SS ( ABC ) MS ( ABC )

MS ( ABC )  F 
(ABC) ( a  1)( b  1)( c  1) MSE

Error SSE abc(n-1) SSE

MSE 
abc ( n  1)
Total SST abcn-1
 Application of ANOVA in Marketing
• Product testing, ad copy testing and concept testing
are some common applications, though ANOVA
Analysis Surveys can be used in retail
environments or simulated lab-type environments.

• We can manipulate certain variables (like

promotion, ad copy, display at the point of
purchase), and observe changes in other variables
(like sales, or consumer preferences, behavior or
attitude). The application areas for experiments are
wide .
 Application of ANOVA in Marketing

Whenever a marketing-mix variable

(independent variable) is changed, we can
determine its effect. Such variables
include price, a specific promotion or type
of distribution, or specific elements like
shelf space, color of packaging etc.
• An experiment can be done with just one
independent variable (factor) or with multiple
independent variables.

• ANOVA - The key to success in an ANOVA

Analysis Survey is the degree of control on the
various independent variable (factors) that are
being manipulated during the experiment.
 N-way Analysis of Variance
In marketing research, one is often concerned with the
effect of more than one factor simultaneously. For example:

• How do advertising levels (high, medium, and low) interact

with price levels (high, medium, and low) to influence a
brand's sale?

• What is the effect of consumers' familiarity with a

department store (high, medium, and low) and store image
(positive, neutral, and negative) on preference for the store?
 N-way Analysis of Variance
Consider the simple case of two factors X1 and X2 having categories c1 and c2.
The total variation in this case is partitioned as follows:
 
SStotal = SS due to X1 + SS due to X2 + SS due to interaction of X1 and X2 + SSwithin
 
or
 
  SS y = SS x 1 + SS x 2 + SS x 1x 2 + SS error
 
The strength of the joint effect of two factors, called the overall effect, or multiple
2, is measured as follows:

 
multiple
2 =  

 (SS x 1 + SS x 2 + SS x 1x 2)/ SS y
N-way Analysis of Variance
The significance of the overall effect may be tested by an F test, as
follows

(SS x 1 + SS x 2 + SS x 1x 2)/dfn
F=
SS error/dfd
SS x 1,x 2,x 1x 2/ dfn
=
SS error/dfd
MS x 1,x 2,x 1x 2
=
MS error
where
 
dfn = degrees of freedom for the numerator
= (c1 - 1) + (c2 - 1) + (c1 - 1) (c2 - 1)
= c1c2 - 1
dfd = degrees of freedom for the denominator
= N - c1c2
MS = mean square
 N-way Analysis of Variance
If the overall effect is significant, the next step is to examine the
significance of the interaction effect. Under the null hypothesis of no
interaction, the appropriate F test is:

SS x 1x 2/dfn
F=
SS error/dfd

MS x 1x 2
=
MS error
where
 
dfn = (c1 - 1) (c2 - 1)
dfd = N - c1c 2
 N-way Analysis of Variance
The significance of the main effect of each factor may be tested
as follows for X1:
SS x 1/dfn MS x 1
F= =
SS error/dfd MS error

where

dfn = c1 - 1
dfd = N - c 1c 2
 Issues in Interpretation

• The most commonly used measure in ANOVA is omega squared, . This measure
2indicates what proportion of the variation in the dependent variable is related to a particular
independent variable or factor. The relative contribution of a factor X is calculated as
• follows:

SS x -(dfx x MS error)
2x =
SS total + MS error 
• Normally, is interpreted only for statistically significant effects.

2

 Repeated Measures ANOVA
In the case of a single factor with repeated measures, the total
variation, with nc - 1 degrees of freedom, may be split into
between-people variation and within-people variation.
 
SStotal = SSbetween people + SSwithin people
 
The between-people variation, which is related to the
differences between the means of people, has n - 1 degrees
of freedom. The within-people variation has
n (c - 1) degrees of freedom. The within-people variation may,
in turn, be divided into two different sources of variation. One
source is related to the differences between treatment means,
and the second consists of residual or error variation. The
degrees of freedom corresponding to the treatment variation
are c - 1, and those corresponding to residual variation are
(c - 1) (n -1).
 Repeated Measures ANOVA
Thus,

SSwithin people = SSx + SSerror

 
A test of the null hypothesis of equal means may now be
constructed in the usual way:
SS x /(c - 1)  MS x
F= =
  SS error/(n - 1) (c - 1) MS error

So far we have assumed that the dependent variable is

measured on an interval or ratio scale. If the dependent
variable is nonmetric, however, a different procedure should
be used.
Nonmetric Analysis of Variance
• Nonmetric analysis of variance examines the
difference in the central tendencies of more than two
groups when the dependent variable is measured
on an ordinal scale.
• One such procedure is the k-sample median test.
As its name implies, this is an extension of the
median test for two groups, which was considered in
Chapter 15.
 Nonmetric Analysis of Variance
• A more powerful test is the Kruskal-Wallis one way analysis
of variance. This is an extension of the Mann-Whitney test
This test also examines the difference in medians. All cases
from the k groups are ordered in a single ranking. If the k
populations are the same, the groups should be similar in
terms of ranks within each group. The rank sum is calculated
for each group. From these, the Kruskal-Wallis H statistic,
which has a chi-square distribution, is computed.
• The Kruskal-Wallis test is more powerful than the k-sample
median test as it uses the rank value of each case, not merely
its location relative to the median. However, if there are a
large number of tied rankings in the data, the k-sample
median test may be a better choice.