European Journal of Marketing: Volume 14 Issue 7

The Multivariate Jungle — The Academic's Playground but the Manager's Minefield An Introduction to the Special Edition

G. H. Hooley

Introduces the special edition of EJM Vol. 14 No. 7, 1980, which is involved with use and potential use of multivariate techniques as an aid to marketing decision making. States…

Discriminant Analysis — An Aid to Market Segment Description

R.A. Lawson

Looks at multiple discriminant analysis (MDA) a technique used to discover differences of the members of one group from another. Stresses that in marketing MDA is better used as a…

Conjoint Measurement for Marketing Management

M. Antilla, R.R. van den Heuvel, K. Moller

Discusses a new tool for quantitative marketing research‐ conjoint measurement, although developed for psychometric research this technique has numerous possibilities outside this…

AID Comes to the Aid of Marketing Management

C. Holmes

Discusses automatic interaction detection (AID) developed by two Americans, Sonquist and Morgan in the 1960s, which was similar to the 'Belson Sort' which was a technique not…

Factory Analysis — a Tool for Data Reduction

I.M. Crawford, R.A. Lomas

Determines that factor analysis is a data reduction technique, which takes a number of different variables and tries to note any underlying relationships which may be present…

Cluster Analysis for Market Segmentation

J.A. Saunders

Examines the processes of cluster analysis and describes them using an example of benefit segmentation, and also discusses other applications suggesting new directions of research…

Multidimensional Scaling of Consumer Perceptions and Preferences

G. H. Hooley

Examines the use by marketing researchers of a set of techniques, originally developed in mathematical psychology, and termed multidimensional scaling or MDS. States that MDS…