Inter-Bank Perceptions: A Marketing Application of Discriminant Analysis

Abstract

This paper indicates how discriminant analysis may be used by a company to differentiate its services from that of the competition.

Mean scores are contrasted with discriminant coefficients to assess the difference between the perceived service offerings of two companies. The results suggest that discriminant analysis may be a more meaningful way to identify differentiated and non-differentiated services than a selected measure of data location. Some additional reasons for using and some cautions relative to the use of discriminant analysis are advanced in the paper.