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Quantitative Techniques-II
Notes 7. Which multivariate analysis would you apply to identify specific customer segment for a
company’s brand and why?
8. Critically evaluate multidimensional scaling.
Answers: Self Assessment
1. Multivariate
2. Categorize, examine
3. Discriminant
4. Increases
5. Descriptive/exploratory
6. Standardized
7. Cluster
8. Marketing
9. Conjoint
10. Attributes
11. Principle component factor
12. Output
14.9 Further Readings
Books A Prasuraman, Dhruv Grewal, Marketing Research, Biztantra.
Alan T Shao, Marketing Research, Cengage.
Cisnal Peter, Marketing Research, MCGE.
GA Chrchil, Marketing Research, Iacobucci, Thomson.
GC Beri, Marketing Research, TMH.
Hague & Morgan, Marketing Research in Practice, Kogan page.
OR Krishna Swamy, Methodology of Research in Social Sciences, HPH.
Paneerselvam, R, Research Methods, PHI.
Tull and Donalds, Marketing Research, MMIL.
Online links www.indiastudychannel.com
www.scribd.com/doc
www.soas.ac.uk
www.web-source.net
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