ESSCA: A multidimensional analysis tool for marketing research

Abstract

Multidimensional analysis techniques such as ESSCA (External Single-set Components Analysis) are useful for marketing researchers who want to estimate the dimensionality of a group of related measurement instruments. Here, the advantages and disadvantages of this procedure are illustrated through an investigation of four advertising recall measures. The ESSCA solution suggests that two dimensions of recall are actually being measured: favorable recall of stimulus features and brand name recall.