Principles of Survey Research
Chapters
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Chapter 1: Introduction
Chapter 2: Survey: Measurement and Scaling
Chapter 3: Questionnaire
Chapter 4: Sampling
Chapter 5: Data Analysis: A Concise Overview of Statistical Techniques
Chapter 6: Advanced Techniques of Market Analysis
Chapter 7: Reporting Results
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Chapter 5 · Data Analysis: A Concise Overview of Statistical Techniques · Slide 179/274
Cross-Tabulations
The third variable
5.1.4 · Cross-Tabulations
The third variable
Cross-Tabulations
Sometimes introducing a
third variable
can reveal …
Case 1
Spurious relationships
The apparent relationship disappears once you control for it.
Case 2
Hidden relationships
A previously invisible relationship becomes visible.
Case 3
No change
The original relationship remains unchanged.
QUESTIONSTAR · Dr. Paul Marx
179 / 274
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