Affiliation:
1. Assistant Professors of Marketing Administration, The University of Texas at Austin.
Abstract
Canonical correlation analysis has been increasingly applied to marketing problems. This article presents some suggestions for interpreting canonical correlations, particularly for avoiding overstatement of the shared variation between sets of independent variables and for explicating relationships among variables within each set.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
36 articles.
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