Examines the generally acknowledged field of considerable importance to marketers, e.g. problems of analysing brand image data and the best areas for development of product benefits. Stresses that consumers find difficulty in finding large differences between competing products and brands....

Looks at multiple discriminant analysis (MDA) a technique used to discover differences of the members of one group from another. Stresses that in marketing MDA is better used as a method of identifying the discriminant characteristics between market segments. Says that MDA works by providing...