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Quantitative Methods: MDS, MDA , CCA , and Beyond
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Quantitative Methods: MDS, MDA , CCA , and Beyond
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Quantitative Methods: MDS, MDA, CCA, and Beyond by Morris B. Holbrook presents a comprehensive analysis of advanced statistical methods used in consumer behavior and marketing research. This book delves into techniques such as Multidimensional Scaling (MDS), Multiple Discriminant Analysis (MDA), and Canonical Correlation Analysis (CCA), explaining how these tools can be applied to solve complex problems in consumer research. Holbrook offers a clear, structured approach to these quantitative methods, making them accessible to both academic researchers and marketing professionals.
Through detailed explanations and real-world examples, the book highlights how these techniques can reveal hidden patterns in consumer data, providing valuable insights into consumer preferences, attitudes, and behaviors. Holbrook’s work not only deepens the understanding of these methods but also shows how they can be applied beyond traditional research settings. This book is an essential resource for anyone interested in the intersection of advanced statistics and marketing, offering practical guidance for leveraging quantitative methods in consumer research.
Pages: 364 pages
Paperback (ISBN): 9781636515410
Hardback (Color): 9781636515427
Trim Size: 6x9
Category: Business & Economics
Author: Morris B. Holbrook
Morris B. Holbrook is the now-retired W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business, Columbia University, New York City. Holbrook received his Bachelor’s Degree from Harvard College (English Literature) in 1965, his MBA from Columbia University in 1967, and his Ph.D. in Marketing from Columbia University in 1975. From 1975 to 2009, he taught courses at the Columbia Business School in areas such as sales management, marketing strategy, research methods, consumer behavior, and commercial communication in the culture of consumption. His research has covered a wide variety of topics in marketing, consumer behavior, and related areas with a special focus on issues concerning communication in general and aesthetics, semiotics, hermeneutics, art, entertainment, music, jazz, motion pictures, nostalgia, animal companions, and stereography in particular. His recent books and monographs include Postmodern Consumer Research: The Study of Consumption as Text (with Elizabeth C. Hirschman, SAGE, 1992); Daytime Television Game Shows and the Celebration of Merchandise: The Price Is Right (1993); The Semiotics of Consumption: Interpreting Symbolic Consumer Behavior in Popular Culture and Works of Art (with Elizabeth C. Hirschman, 1993); Consumer Research: Introspective Essays on the Study of Consumption (SAGE, 1995); Consumer Value: A Framework for Analysis and Research (edited, 1999); Playing the Changes on the Jazz Metaphor: An Expanded Conceptualization of Music, Management, and Marketing-Related Themes (2007); Music, Movies, Meanings, and Markets: Cinemajazzamatazz (2011) and Consumer Behavior: New Essays on the Study of Consumption (2025). He lives with his wife Sally on the Upper West Side of Manhattan, where he pursues hobbies such as playing the piano and vibraphone, attending jazz and classical concerts, going to movies and the theater, collecting musical recordings, making stereographic photos, watching sunsets, taking long walks, window shopping, and being kind to cats.
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This book is an outstanding resource for anyone working with complex statistical methods. Holbrook explains Multidimensional Scaling (MDS), Canonical Correlation Analysis (CCA), and Multiple Discriminant Analysis (MDA) with clarity and precision. Its a perfect reference for researchers and graduate students.
Holbrook simplifies high-level statistical concepts while maintaining academic rigor. The practical applications and examples provided in this book make it easier to grasp advanced quantitative techniques. A great tool for data analysts and social science researchers.
This book goes beyond the basics and dives deep into sophisticated quantitative methods. Holbrooks ability to explain technical content in an engaging manner makes this a valuable asset for serious academics. Highly recommended for those in marketing research and behavioral sciences.
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