Some Observations On, and Developments In, the Analysis of Multivariate Survey Data
J. Inglis andD. Johnson,Then Westminster Research Bureau Ltd
INTRODUCTION
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 behaviour.
In this paper, we discuss various problems associated with the use of packaged computer programs designed to effect the required multivariate analyses. Although these programs can...