Multivariate analysis of market research data

Date of publication: August 1, 1986

Author: C. Holmes


Most multivariate techniques require an immense number of calculations which, whilst not beyond the resources of clerks and adding machines, are more quickly and economically carried out by computer. It is not my intention in this chapter to dwell at large on the theoretical properties underlying the basis of the varying types of multivariate procedures. The inclusion of statistical and mathematical formulae will be kept to a minimum. References to the appropriate literature will be quoted for the interested reader to pursue at his leisure. The main aim is to present a somewhat simplified overview of a rather complex subject matter in as non mathematical a manner as possible.

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