19. Discriminant Analysis To describe multiple regression analysis and multiple discriminant analysis. Discriminant Analysis Defined A procedure for predicting group membership on the basis of two or more independent variables. Goals of multiple discriminant analysis: Determine statistically differences between the average discriminant score profiles.

20. To describe multiple regression analysis and multiple discriminant analysis. Establish a model for classifying individuals or objects into groups on the basis of their values on the independent variables Determine how much of the difference in the average score profiles is accounted for by each independent variable. Discriminant score The basis for predicting which group an object belongs. Discriminant Analysis

21. To describe multiple regression analysis and multiple discriminant analysis. Possible Applications of Discriminant Analysis How are consumers different? How do consumers with high purchase probabilities for a new product differ from low purchase probabilities? How do consumers that frequently go to one fast food restaurant differ from those who do not. Discriminant Analysis