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Marketing Research: Within a Changing Information Environment, 2/e
Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida
Data Analysis: Multivariate Techniques for the Research Process

Learning Objectives


1.

Define multivariate analysis.

2.

Understand why you should use multivariate analysis in marketing research.

3.

Distinguish between dependence and interdependence methods.

4.

Understand when and how to use multivariate analysis in marketing research.

5.

Apply factor analysis, cluster analysis, discriminant analysis, and conjoint analysis to examining marketing research problems.

6.

Utilize perceptual mapping to simplify presentation of research findings.








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