Chapter 10: Factor Analysis in Marketing

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Chapter 10 of Multivariate Methods for Market and Survey Research

The chapter investigates factor analysis and the resolution of a set of manifest variables linearly in terms of new constructs. The principal aim is to attain scientific parsimony or economy of description. The place of factor analysis in the statistical family of multivariate analysis is also discussed.

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ISBN: 9781613111765
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Author information


Douglas J. Tigert Douglas J. Tigert

Professor Douglas J. Tigert was formerly teaching retail marketing in Babson College in Wellesley, Massachusetts until he joined the Piercing Pagoda, Inc. as a Board of Director in 2000. Dr. Tigert earned his Ph.D. in marketing from Purdue University at Lafayette. He specialized in consumer research, strategic planning, financial and productivity analysis in the retailing arena. His research covered a myriad of retailing sectors, including food, category killers, supermarkets, mass merchandisers department stores, warehouse clubs, specialty fashion chains, and home improvement stores.


Jagdish N. Sheth Jagdish N. Sheth

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.

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