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Journal of the Academy of Marketing Science
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Useful Component Analysis: Graphical Views of Marketing Data

William R. Darden

Louisiana State University

Michael J. Dorsch

Iowa State University

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.

Journal of the Academy of Marketing Science, Vol. 16, No. 1, 60-73 (1988)
DOI: 10.1177/009207038801600106
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