Abstract:

In this study, in which extent canonical correlation has been used in marketing area was investigated. For this reason, papers using canonical correlation anaylsis and published on marketing journals indexed by SSCI and between the period of 1997-2008 were searched. Results have shown that canonical correlation is not a widely used technique in marketing literature. In order to understand the potential as well as difficulties of canonical correlation analysis, a further discussion were also presented. Finally, as an example of canonical correlation analysis in marketing area, methodology and findings of a study were presented.

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