We live in a world driven by data. Yet, data alone holds no value unless we can extract meaningful insights from it. Multivariate data analysis provides the essential tools to unlock this potential. This book offers an easy-to-understand introduction to the most important methods of multivariate data analysis. With a strong application focus, it requires only basic knowledge of mathematics and statistics. The methods are demonstrated through numerical examples and illustrated with detailed case studies. Additionally, the introductory chapter refreshes key statistical fundamentals relevant to all methods covered in the book. For the 3rd edition, all chapters have been thoroughly reviewed and recalculated using the latest version of IBM SPSS.

Contents

• Introduction to empirical data analysis
• Regression analysis
• Analysis of variance
• Discriminant analysis
• Logistic regression
• Contingency analysis
• Factor analysis
• Cluster analysis
• Conjoint analysis
  The original German version is now available in its 18th edition. In 2015, this book was honored by the Federal Association of German Market and Social Researchers as "the textbook that has shaped market research and practice in German-speaking countries". A Chinese version is available in its 3rd edition. On the website www.multivariate-methods.info, the authors provide examples in Excel and R as well as additional material to facilitate the understanding of the different multivariate methods. In addition, interactive flashcards are available to the reader for reviewing selected focal points. Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

Autorentext

Professor Dr. Dr. h.c. Klaus Backhaus was the Director of the Institute of Business-to-Business Marketing, Marketing Center Münster, School of Business and Economics at the University of Münster, Germany. He is an honorary professor at the Technical University of Berlin, Germany.

Professor Dr. Bernd Erichson worked in market research and held the Chair of Marketing at the Otto-von-Guericke-University Magdeburg, Germany.

Professor Dr. Sonja Gensler is extraordinary Professor at the School of Business and Economics at the University of Münster, Germany.

Professor Dr. Rolf Weiber was the Head of the Chair of Marketing and Innovation and Managing Director of the Competence Center E-Business at the University of Trier, Germany.

Dr. Thomas Weiber holds a Ph.D. from WHU, Otto Beisheim School of Management, Koblenz and has been working in different companies on corporate strategy, pricing, sales and marketing topics.