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1、MultivariateDataAnalysis18QuestionstoGuidenthischapter,wepresentthefourmostpopularmulti-YourLearning:variatestatisticaltechniquesformarketingresearchers:Q1HowaremultivariatestatisticalImethodsuseful?1.DiscriminantanalysisQ2Whatinformationcana2.Factoran
2、alysisdiscriminantanalysis3.Clusteranalysisprovide?4.MultidimensionalscalingQ3HowmightafactoranalysishelpWeintroduceeachtechniquebydescribingthekindsofmedevelopsurveys?problemsthemethodisidealtosolve.WedescribethelogicQ4HowmightIuseclusteranalysisunder
3、lyingeachanalysisandhowtointerprettheresults.toassistinamarketsegmentationstudy?DiscriminantAnalysisQ5HowdoesmultidimensionalManymarketingproblemsinvolvetheinvestigationofgroupscalingyieldperceptualdifferences.Twoormoregroupsarecomparedandthequestionma
4、ps?is:dothegroupsdiffer,andifso,how.Forexample,wemightbeinterestedindeterminingthecharacteristicsthatdifferentiatethefollowing:●Lightandheavyusersofaproduct●Purchasersofourbrandandthoseofcompetingbrands●Good,mediocre,andpoorsalesrepresentatives●Goodand
5、poorloanrisksSupposethegroupsweretobecomparedalongdemographic-socioeconomiclines.Wemightcalculatethemeanincome,age,andeducationleveltodeterminetheprofilesforeachgroup.Wecouldcomparethegroupsononevariableatatime,tobecomemorefamiliarwiththedata,andformhy
6、pothesesabouthowthegroupsaredifferent.However,suchaunivariateanalysiswouldnotindicatetherelativeimportanceofeachvariable.Further-more,thevariablesarelikelytobeatleastsomewhatcorrelated,sothetestsofeachvariablenotindependent.Copyright2009CengageLearning
7、,Inc.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart.478Part5DataAnalysisandInterpretationDiscriminantanalysis:DoSupposethatwewereinvestigatingthecharacteristicsthatdistinguishlightgroupsdiffer?Ifso,how?fromheavyinvestorsofourmutu
8、alfunds.Ifthegroupsdifferedonmeanin-comelevels,itisalsolikelythattheywouldshowadifferenceineducationallevel,becausethesetwovariablesarefairlyhighlycorrelated.Yetifwewereinterestedinsegmentingthemarketusingincomeandeducation,wewouldwantt
