Marketing Research

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 ...