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Marketing Research by Naval Bajpai

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Chapter 18

Multivariate Analysis II: Discriminant Analysis and Conjoint Analysis

Learning Objectives

Upon completion of this chapter, you will be able to:

  • Understand the concept and application of discriminant analysis and multiple discriminant analysis
  • Interpret the discriminant analysis output obtained from statistical software
  • Use Minitab and SPSS to perform discriminant analysis
  • Understand the concept and application of conjoint analysis
  • Interpret the conjoint analysis output obtained from the statistical software
  • Use SPSS to perform conjoint analysis
Research In Action: Camlin Ltd

The Indian stationery market can be categorized into school stationery, office stationery, paper products, and computer stationery. Increased spending ...

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