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Abstract
The Multivariate analysis of variance (MANOVA) model is a powerful tool for marketing research especially in experimental design framework. Because of advantages in MANOVA technique, it has been used in experimental design along with ANOVA technique. Since a new statistical technique such as structural equation model in experimental design replaces MANOVA, the usage of MANOVA is still very viable in the marketing literature. This paper presents MANOVA as a research methodology technique and then shows the evidence of usage in marketing literature during the past. Finally, shows some concerns regarding its use.
Keywords: Multivariate Analysis of Variance, MANOVA, ANOVA, MACOVA, ANCOVA, Marketing Research.
Introduction
The Multivariate analysis of variance (MANOVA) model is a powerful tool for marketing research.4,10 As a straightforward generalization of the analysis of variance (ANOVA), MANOVA allows the marketing researcher to test hypotheses involving differences in means for a set of dependent variables. Mean differences in these dependent variables can be tested across the levels of one or more categorical independent variable(s). Thus MANOVA is appropriate whenever group differences of a set of criterion variables, rather than single criterion variable, must be considered.
Because of advantages in MANOVA technique, it has been used in experimental design along with ANOVA technique. There have not been many studies which have added to the original methodology in marketing research except some specific applications of MANOVA.17 However, the usage of MANOVA is still very viable in the marketing literature and therefore this paper presents MANOVA as a research methodology technique and then presents some concerns regarding its use and then shows the evidence of usage in marketing literature during the past.
What is MANOVA?
MANOVA is the multivariate extension of the univariate techniques for assessing the differences between group means. MANOVA is different from univariate analyses such as t-test and ANOVA in a sense that the univariate methods' null hypothesis tested is the equality of vectors of means on multiple dependent variables across groups. Secondly in the univariate case, a single dependent measure is tested for equality across the groups. However, in the multivariate case, a variate is tested for equality.
In MANOVA, there are two variates, one made up of the dependent variables and another from the independent variables. Especially, the unique aspect...