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.