Summary
Contents
Subject index
Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each methods as well as showing how they are applied. Real data sets and detailed guidance on the use of appropriate software is included along with discussion of: Sampling, Data management an statistical packages, Hypothesis testing, Cluster analysis, Structural equation modelling.
Discriminant Analysis
Discriminant Analysis
This Chapter explores a first classification technique. Discriminant analysis (DA) allows one to explain the allocation of observations into two or more groups on the basis of a set of predictors. This is especially useful in understanding the factors leading consumers to make different choices in ...
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