Chapter 9: Canonical Correlation and Marketing Research


Chapter 9 of Multivariate Methods for Market and Survey Research

The chapter evaluates the appropriateness of the canonical correlation approach as compared to other approaches when deciphering a certain problem. Also presented is the use of canonical analysis when comparing multiple perspectives in a research study. The text attempts to determine the reason behind the limited literature on canonical correlation analysis and fill that gap.


Book Information

ISBN: 9781613111758
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Author information

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.

Johny K. Johansson Johny K. Johansson

Professor Johny K. Johansson is the McCrane/Shake Professor of International Business at the McDonough School of Business at Georgetown University. Professor Johansson has consulted with companies around the world, including Standard Oil of Indiana, General Electric and General Telephone and Electronics in the U.S., Ford Werke AG in West Germany, and Mazda and Fuji Film in Japan. In addition to publishing over 70 academic articles and chapters in books, he has conducted seminars at academic institutions, including Stanford, M.I.T., and Columbia University in the U.S., INSEAD in France, Vienna’s Neue Wirtschaftsuniversitat, and Hitotsubashi, Kobe and Nagoya Universities in Japan.


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