The techniques of multivariate statistics offer extremely powerful tools for use in solving everyday problems in a wide range of fields. Yet because of their statistical nature they are often out of reach of many of the people who could benefit from them. The rationale behind this book isthat it is possible for an interested non-technical reader to gain a working understanding of multivariate analysis. It assumes a general but fairly basic statistical knowledge and concentrates on the statistical techniques specifically relevant to market research.

Dr Chuck Chakrapani is President of Leger Marketing (Toronto office), the largest independent research company in Canada, and Distinguished Visiting Professor at Ted Rogers School of Management, Ryerson University. He is Chief Knowledge Officer of the Blackstone Group in Chicago, past President of the Professional Marketing Research Society (now Marketing Research and Intelligence Association). A former Editor-in-Chief of the Canadian Journal of Marketing Research, he currently edits Marketing Research, a quarterly publication of the American Marketing Association. He is a member of the Board of Directors of the Marketing Research Institute International of the University of Georgia and is Master Editor for the Principles of Marketing Research Course.

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