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| Author: | Inglis, J. Johnson, D. |
| Title: | Some observations on, and developments in, the analysis of multivariate survey data |
| Journal: | Journal of the Market Research Society
1996 : OCT, VOL. 38:4, p. 447-472 |
| Index terms: | MARKETING RESEARCH DEVELOPMENT |
| Language: | eng |
| Abstract: | With the expanding popularity of "brand-image" and market segmentation studies, the use of statistical data processing methods has increased. In particular, one can note an increase in the application of multivariate analysis techniques to quantitative investigations of the relationships between consumer typologies, attitudes and purchasing behavior. In this paper, the authors discuss various problems associated with the use of "packaged" computer programs designed to effect the required multivariate analyses. |
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