"The techniques of multivariate statistics offer powerful tools for use in solving recurring problems in a wide range of fields. Yet because of their statistical nature they are often out of reach for many of the people who could benefit from them. One such group is that of market researchers, and this book provides both technical and non-technical explanations of multivariate statistics in the context of their application to market research. The focus is on providing an understanding of these techniques, which are demonstrated throughout by international examples and case studies, and the benefits that can be gained from their use. An understanding of elementary statistical concepts is assumed but the emphasis is on a non-technical explanation of statistical techniques, rather than on learning statistics per se." "This book will interest practising market researchers as well as students of market research and applied statistics."--Jacket.