Dr. Jagdish (Jag) N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University. Prior positions include the University of Southern California, the University of Illinois, the faculty of Columbia University and the Massachusetts Institute of Technology. Dr. Sheth is well known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy and geopolitical analysis.
Chapter 1 of Multivariate Methods for Market and Survey Research
This chapter proposes techniques for the classification of multivariate methods. The text attempts to demonstrate the usefulness of multivariate methods if properly utilized for different research needs of marketing and survey research functions.