Some observations on, and developments in, the analysis of multivariate survey data

This important paper takes a critical look at two commonly used multivariate analysis tools - principal component analysis and cluster analysis - which were at the time becoming feasible with the advent of computers, and even easier since through PC power.
  

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...

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