Prediction of Consumer Innovators: Application of Multiple Discriminant Analysis
- 1 February 1968
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 5 (1) , 64-69
- https://doi.org/10.1177/002224376800500108
Abstract
Socioeconomic characteristics of consumer applicance innovators and non-innovators within a defined social system are assessed. Such characteristics are derived from the innovation-diffusion literature and represent variables of highest predictive ability in previous research. The relative importance of each characteristic and the predictive value of the set of characteristics are measured with multiple discriminant analysis techniques.Keywords
This publication has 2 references indexed in Scilit:
- Bias in Multiple Discriminant AnalysisJournal of Marketing Research, 1965
- The Social Itinerary of Technical Change: Two Studies on the Diffusion of InnovationHuman Organization, 1961