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Home→The Westburn Dictionary of Marketing→M→multivariate analysis

multivariate analysis

Definition:
An approach widely used in marketing research due to the complexity of most marketing problems, where several factors are operating together, when one wishes to estimate the influence of each of the variables on the end result, e.g. in monitoring a test market, devising a media schedule etc. Discriminant analysis and FACTOR ANALYSIS are the two best known and widely used multivariate techniques.

Cross-References:
[factor analysis]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].