Abstract:
The purpose of this communications is to review the main applications of multivariate methods to a preeminent area of marketing research consumer behavior. Three areas of application are distinguished, based on a paradigm of consumer behavioral system: 1. market segmentation; 2. consumer perceptions and product positioning; 3. preferences and choices. For each area, available methods are briefly presented in a comparative framework. The conclusive part aims to identify the main trends of evolution of multivariate data analysis.
This could also be of interest:
Research Papers
Multivariate analysis of survey data
Catalogue: Consumer Market Research Handbook
Author: Ken Baker
 
September 1, 1998
Research Papers
Multivariate analysis of market research data
Catalogue: Consumer Market Research Handbook
Author: C. Holmes
 
August 1, 1986
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
