Other Multivariate Tests &

Analyses
Presented by: Bushra Iftikhar
Roll no: 961
Dated: 16 March 2023
 Conjoint Analysis:

● It's a survey based statistical technique used in market

research

● It determines how people value attributes/features of a

product/service
 Example:
Phone Device A Device B

Battery life 10 hrs 14 hrs

Camera quality 16 MP 12 MP

Screen size 6 Inches 5 Inches

Storage 128 GB 256 GB

Price $ 700 $ 800

Design Sleek Classic

This technique is a medium of feedback which helps marketers make more

informed decisions about product development, pricing, sales & marketing
activities e.t.c.
 Canonical Correlation:
● A statistical technique which examines and determines
between two/more dependant variables & two/more
independent variables

● For example: Using the survey given below to identify the

relationship between "Customer Behavior" and "Features
of a Smartphone"
 Example:
Product feature How satisfied Customer
are you? Rate satisfaction
from 1-5

Battery life 0.8

Camera quality 0.5

Screen size Regression 0.7

technique
Storage 0.6

Price 0.8 0.2

canonical correlation coefficient = 0 ( variables with no relationship)

canonical correlation coefficient=1 (variables are completely related)

Through regression technique the answers are analyzed & canonical correlation coefficient obtained between 0 and 1
Feel free to ask any questions!

Thank you!