Appropriateness of Linear Discriminant and Multinomial Classification Analysis in Marketing Research
Open Access
- 1 February 1978
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 15 (1) , 103-112
- https://doi.org/10.1177/002224377801500112
Abstract
Buyer usage behavior data are used to compare the relative performance of a linear discriminant analysis and several multinomial classification methods. The potential shortcomings of each of the procedures investigated are cited, and a new method for determining the contribution of a variable to discrimination in the context of the multinomial classification problem also is presented.Keywords
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