Abstract
Can the current multivariate methods revolution in marketing research be explained? What is the role of computer technology in the rapid diffusion of multivariate methods? This article defines multivariate analysis and discusses the reasons for the probable continuing increase in its use in marketing research.
Full Text 
Sign-in/Register to access full text options
Sign-in/Register to access full text options 
Published version (
Free)
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
