APPLICATION OF MULTIVARIATE ANALYSIS TO MARKETING RESEARCH : INTERESTS AND ATTITUDES OF MOTHERS IN SINGAPORE

Abstract

The purpose of this exercise is to investigate a sample of Singapore mothers' attitudes, interests, newspapers and magazines reading habits and television viewing behaviours. Factor analysis is discussed and also applied to the data to group the variables into various underlying common factors. To confirm the groupings of variables in their respective factors, clustering is performed. In addition, contingency tables and logit models are fitted to the data to further explore the association between the variables and the demographic characteristics of the respondents. Hypotheses are set up and the relationships between different attitudes and interests of the mothers are analyzed. In addition, the association between the types of magazines read in terms of the mothers' demographic characteristics are investigated. This study also examines the alliance between the types of newspapers read for each of the ethnic groups in Singapore, the working status and educational levels of the respondents. The type of television programmes that mothers watch in relation to their attitudes and interests are discussed.