Validation of Discriminant Analysis in Marketing Research

The validation problems inherent in small-sample discriminant analysis are examined and two recently developed alternatives to the more traditional methods are explained and illustrated in the context of a salesman-selection problem.

Abstract

The validation problems inherent in small-sample discriminant analysis are examined. Two recently developed alternatives to the more traditional methods are explained and illustrated in the context of a salesman-selection problem. Concluding discussion covers the applicability of these approaches to other areas of marketing research in which validation is a problem.