Watne, Torgeir (2010) Doing More with Less; the Analytical Secrets of Dyadic Data. In: ANZMAC 2010. Ballantine, P and Finsterwalder, Jörg, eds. Dept. of Management, University of Canterbury, Christchurch, N.Z..

Abstract

A strong focus on the indivi dual and a reliance on standard statistical methods such as analysis of variance (ANOVA) and multiple regression seems to be the norm in marketing research. The dyadic approach to data analysis in under - appreciated, although dyadic research is becoming more common in the social and behavioural sciences. However, a dyadic ap proach to data analysis is seldom utilised in marketing and consumer behaviour research. The core interest in a dyadic design is the analysis of the relationship between the dyad members. This is rather different to a regular individual design where the in terest lies in independent replication. The most common dyadic design is one in which two persons are measured on the same set of variables (Alferes & Kenny, 2009) . To illustrate the dyadi c approach to data analysis, this study looks at the relationships between parents ’ and children ’ s view of each others knowledge about computer related products.

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