Canonical Analysis: An Exposition and Illustrative Application
Open Access
- 1 February 1966
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 3 (1) , 32-39
- https://doi.org/10.1177/002224376600300103
Abstract
Specific multivariate statistical techniques, such as factor analysis and discriminatory analysis, are finding increasing application in marketing research investigations. Canonical analysis, a less well-known multivariate technique, is an appropriate procedure to use when sets of criterion and predictor variables are to be correlated. This article describes the objective of canonical analysis, its relationship to other multivariate techniques and the major limitations of the method. The procedure is applied to a problem involving the relationship of certain behavioral measures to personality test scores.Keywords
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