Validation of Discriminant Analysis in Marketing Research
Open Access
- 1 February 1977
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 14 (1) , 60-68
- https://doi.org/10.1177/002224377701400107
Abstract
The validation problems inherent in small-sample discriminant analysis are examined. Two recently developed alternatives to the more traditional methods are explained and illustrated in the context of a salesman-selection problem. Concluding discussion covers the applicability of these approaches to other areas of marketing research in which validation is a problem.Keywords
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