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Marketing Research by Naval Bajpai

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Chapter 19

Multivariate Analysis III: Factor Analysis, Cluster Analysis, Multidimensional Scaling and Correspondence Analysis

LEARNING OBJECTIVES

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

  • Understand the concept and application of factor analysis
  • Interpret the factor analysis output obtained from the statistical software
  • Use Minitab and SPSS to perform factor analysis
  • Understand the concept and application of cluster analysis
  • Interpret the cluster analysis output obtained from the statistical software
  • Use SPSS to perform cluster analysis
  • Understand the concept and application of multidimensional scaling
  • Interpret the multidimensional scaling output obtained from the statistical software
  • Use SPSS to perform multidimensional scaling ...

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