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Useful component analysis: Graphical views of marketing data

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Abstract

The authors present a proof demonstrating the relationship between general components and Fourier series. The process allows the inspection of all general components, not just principal components. The usefulness of Fourier plots for investigating general component structures is shown, and marketing applications of scale analysis, discriminant analysis, and classification analysis are presented.

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Authors and Affiliations

  1. Louisiana State University, Baton Rouge, USA

    William R. Darden

  2. Iowa State University, Ames, USA

    Michael J. Dorsch

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  1. William R. Darden
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  2. Michael J. Dorsch
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Darden, W.R., Dorsch, M.J. Useful component analysis: Graphical views of marketing data. JAMS 16, 60–73 (1988). https://doi.org/10.1007/BF02723326

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