Abstract:

A second generation of multivariate methods is now available for marketing research. This article: shows the specific characteristics and possible links of the second generation methods of multivariate analysis with the traditional first generation approaches, puts the stress on the main features of each of the new methods, examines their impact and respective contributions for theory testing in marketing research. The impact of second generation methods in terms of methodology for theory testing and measurement validity is of prime importance. They are not only more powerful than earlier multivariate techniques, they also bring a new perspective to overall research methodology.