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- Title
Appropriateness of Linear Discriminant and Multinomial Classification Analysis in Marketing Research.
- Authors
Dillon, William R.; Goldstein, Matthew; Schiffman, Leon G.
- Abstract
Buyer usage behavior data are used to compare the relative performance of a linear discriminant analysis and several multinomial classification methods. The potential shortcomings of each of the procedures investigated are cited, and a new method for determining the contribution of a variable to discrimination in the context of the multinomial classification problem also is presented.
- Subjects
MARKETING research; DISCRIMINANT analysis; STATISTICAL correlation; MARKETING strategy; MARKETING management; CLASSIFICATION; CONSUMER behavior; PRODUCT usage; CONSUMER preferences; STATISTICAL sampling; MONTE Carlo method; CONSUMPTION (Economics)
- Publication
Journal of Marketing Research (JMR), 1978, Vol 15, Issue 1, p103
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150405