The techniques of multivariate statistics offer extremely powerful tools for use in solving everyday problems in a wide range of fields. Yet because of their statistical nature they are often out of reach of many of the people who could benefit from them. One such group is that of market researchers, and this book provides a non-technical explanation of multivariate statistics in the context of their application in market research. The focus is on providing an understanding of these techniques and the benefits which can be gained from their use. The rationale behind the book is that it is possible for an interested non-technical person to gain a working understanding of multivariate analysis, and this gives the book a unique place in the market. The book assumes a a general but fairly basic statistical knowledge and concentrates on the statistical techniques specifically relevant to market research. It illustrates these techniques throughout with international examples and case studies.In keeping with the aims of the 'Applications in Statistics Series', the emphasis is on learning an application of statistics, in this case in market research, rather than on learning statistics per se. Table of Contents Statistics and marketing; factor analysis; correspondence analysis; cluster analysis; multiple regression analysis; discriminant analysis (including logistic regression); conjoint analysis; path analysis and structural equation models; data mining (including neural networks and decision trees). Reviews Chakrapani has created an extremely useful resource for marketers, market researchers, and statisticians. He has succeeded extremely well in developing a bridge between statistics and marketing with a concise and comprehensive book. Further, this book might be used as an ancillary text in marketing, marketing research, or applied statistics courses. -- Marketing Research 20040801 "It is a valuable addition to my library which still includes material from Deming, the ultimate statistcial practitioner. Marketing researchers and statistical practitioners should be thankful to Chakrapani for this contribution. It was surely a prodigious effort that paid attention not only to detail but also to logical consistency. -- RSS Journal Series A. Vol 168(3) 20050601 About the Author Dr. Chuck Chakrapani is Chief Executive Officer of Millward Brown Goldfarb and Editor of Marketing Research, published by the American Marketing Association, and Canadian Journal of Marketing Research, published by the Professional Marketing Research Society. From The Publisher: The techniques of multivariate statistics offer extremely powerful tools for use in solving everyday problems in a wide range of fields. Yet because of their statistical nature they are often out of reach of many of the people who could benefit from them. The rationale behind this book is
that it is possible for an interested non-technical reader to gain a working understanding of multivariate analysis. It assumes a general but fairly basic statistical knowledge and concentrates on the statistical techniques specifically relevant to market research. | 
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