Dr. Paul E. Green is Professor Emeritus of Marketing at the Wharton School of Business at the University of Pennsylvania. He is working on an optimal product and product line design, new methods for market segmentation, and marketing strategy in competitive reaction environments. He received the Lifetime Achievement in Marketing Research Award from the American Marketing Association in 1996. The American Marketing Association established the annual Paul E. Green Award in 1996.
Chapter 14: Nonmetric Approaches to Multivariate Analysis in Marketing
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Chapter 14 of Multivariate Methods for Market and Survey Research
The chapter is concerned with techniques expressly designed for dealing with sets of multivariate data whose variables are in part or totally ordinal-scaled. The basic concept on which these techniques are based is monotonic regression, which is fully discussed. The concepts future applications and potential evolution are also examined.
