Chapter 18 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.