AN EVALUATION AND AN APPLICATION OF USING CANONICAL CORRELATION ANALYSIS IN MARKETING RESEARCH

Çiğdem ŞAHİN BAŞFIRINCI
2.211 2.179

Öz


In this study, in which extent canonical correlation has been used in marketing area was investigated. For
this reason, papers using canonical correlation anaylsis and published on marketing journals indexed by
SSCI and between the period of 1997-2008 were searched. Results have shown that canonical correlation
is not a widely used technique in marketing literature. In order to understand the potential as well as
difficulties of canonical correlation analysis, a further discussion were also presented. Finally, as an
example of canonical correlation analysis in marketing area, methodology and findings of a study were
presented.

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