![]() These situations are where discriminant analysis serves as a powerful research and analysis tool. Market researchers are continuously faced with situations in which their goal is to obtain a better understanding of how groups (customers, age cohorts, etc.) or items (brands, ideas, etc.), differ in terms of a set of explanatory or independent variables. For this reason, it’s often leveraged to compliment the findings of cluster analysis. When To Use Discriminant Analysisīy performing discriminant analysis, researchers are able to address classification problems in which two or more groups, clusters, or populations are known up front, and one or more new observations are placed into one of the known classifications based on measured characteristics.ĭiscriminant analysis is also used to investigate how variables contribute to group separation, and to what degree. In order to perform any kind of discriminant analysis, you must first have a sample within these known groups. In other words, discriminant analysis is used to assign objects to one group among a number of known groups. Discriminant analysis is a versatile statistical method often used by market researchers to classify observations into two or more groups or categories.
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