Abstract

In assessing the feasibility of a newly approved downtown housing project, the Portland [Oregon] Development Commission (PDC) sponsored a study of market and consumer preferences for housing in 1986. The multiple discriminant analysis (MDA) approach is used to examine the data in order to (1) prioritize the significant consumer characteristics, (2) identify the emerging dimensions, and (3) analyze these dimensions substantively to facilitate the development of sound marketing strategies to access, attract and retain potential downtown rental housing consumers.

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