Abstract:
A chapter such as this can only scratch the surface in terms of informing the reader what techniques are available, what they do, how they do it, and what are the pitfalls, so it must be seen as purely introductory. Nevertheless, it attempts to introduce the subject in as undemanding a way as possible, using verbal rather than mathematical descriptions of the techniques wherever possible. Complex mathematical descriptions are, we hope, kept to a minimum. Multivariate analysis is broadly concerned with the relationships between a set of variables. How similar are they? Are they correlated? Can they be summarised effectively? Are they predictive of outcomes in any sense? Are there groups of respondents with similar behavioural or attitudinal patterns as measured by these variables? Multivariate techniques attempt to answer questions such as these.
This could also be of interest:
Research Papers
Multivariate analysis of market research data
Catalogue: Consumer Market Research Handbook
Author: C. Holmes
 
August 1, 1986
Research Papers
Multivariate data analysis and consumer behaviour
Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Yves Evrard
 
June 15, 1982
Research Papers
Some observations on, and developments in the analysis of multivariate survey data
Catalogue: ESOMAR/WAPOR Congress 1969
Authors: Jim Inglis, Douglas J. Johnson
 
June 15, 1969
