About Surveys

Multivariate data analysis is the analysis of multiple variables at the same time. This type of analysis is used to find how a set of variables explain one or more other variables. For example, sets of variables may explain one overall variable (brand loyalty) or may differentiate between key market segments. Similarly, a set of brand attributes may be used to map relationships to the key brands competing in the marketplace, thereby showing the strengths and weaknesses of each brand.

Some typical applications of multivariate data analysis are:

• Quality optimization (food, beverages, consumer products, insurance).
• Optimization of brand attributes.
• Multi-item Scale Development.
• Optimization of scale measures and methods.
• Classification of respondent and market segments.
• Development of new advertising and promotional materials.

This entry was posted by craigl on Tuesday, April 29th, 2008 at 10:18 am and is filed under Statistical Methods, Survey Benefits.