Some Precautions in Using Canonical Analysis

摘要: The use of canonical correlation analysis in marketing research has been expanding substantially recent years and for good reason (applications include [1, 2, 4, 6, 7, 8, 10, 11, 13, 14, 16, 17, 18, 20, 27]). However, like other analytical methods is not without certain limitations. It important these limitations to be kept mind when choosing a technique data interpreting results. Otherwise opportunities distill additional information from the may sacrificed or even worse faulty interpretations occur. purpose this article describe illustrate some potential shortcomings it used research. One applications have grown because provides multivariate whole batteries sets variables as they relate each other. Following convention are often designated criterion predictor variables. More traditional such bivariate multiple restrict only one variable at time. Consequently, utilized side relationship must analyzed univariate fashion. Univariate phenomena leaves something desired cannot adequately expressed measured by single variable, which case Frequently there potent conceptual basis expecting both gestalt-like composite with relationships existing between sets. In case, any taken isolation best indicative