METHODS FOR ANALYZING EXPERIMENTS WITH MULTIPLE CRITERIA*
- 1 January 1980
- journal article
- Published by Wiley in Decision Sciences
- Vol. 11 (1) , 42-57
- https://doi.org/10.1111/j.1540-5915.1980.tb01124.x
Abstract
An approach to analyzing experimental data with multiple criteria is explained and demonstrated on data from a test of the effectiveness of two posters. As a supplement to traditional multivariate analysis of variance and covariance, the application of a step‐down F test is advocated when an ordering of the criterion is meaningful, and an analysis of contrasts is recommended when such an ordering is not managerially relevant. The step‐down procedure has the advantage of simultaneously testing an overall hypothesis and hypotheses on each criterion variable.Keywords
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