On the Interpretation of Canonical Analysis
Open Access
- 1 May 1972
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 9 (2) , 187-192
- https://doi.org/10.1177/002224377200900211
Abstract
Canonical correlation analysis has been increasingly applied to marketing problems. This article presents some suggestions for interpreting canonical correlations, particularly for avoiding overstatement of the shared variation between sets of independent variables and for explicating relationships among variables within each set.Keywords
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