THE USAGE OF MULTIVARIATE ANALYSIS IN THE MARKETING RELATED RESEARCHES: A LITERATURE REVIEW BETWEEN 1995-2002

Authors : Emre İpekçi ÇETİN

Pages : 32-48

View : 22 | Download : 11

Publication Date : 2003-05-01

Article Type : Research Paper

Abstract :The usage of multivariate analysis techniques has increased rapidly in the recent years. In the field of marketing in particular, it is observed that these techniques have been improved and used frequently. The primary purpose of this study is to review the usage of multivariate analysis techniques in those articles published in marketing journals between 1995-2002. For this purpose, a total of 50 articles collected from various web-based data sources were tabulated according to their features. It is apparent in the papers that multivariate analysis techniques are used not only on their own but also in combination with each other. Especially, factor analysis, cluster analysis, discriminant analysis, anova-manova and multiple regression analysis have more applications than the other multivariate techniques.
Keywords : Multivariate analysis, marketing research