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.
Research Papers
Multivariate analysis of market research data
Catalogue: Consumer Market Research Handbook
Author: C. Holmes
 
August 1, 1986
Research Papers
The holy grail at a bargain basement price?
Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Geoff Isaac, Brian Milnes, Park Beede
 
November 11, 1996
Research Papers
Internet as a marketing tool for operators and vendors in the telecommunication industry
Catalogue: ESOMAR Net Effects 1999
Authors: Massimo De Sanctis, Simona Collová
 
June 15, 1999
