Canonical Correlations

Objective

To measure in precise quantitative terms the relationship between two sets of variables.

Examples/Applications

• Advertising effectiveness
• Relating measures of awareness, recall, attitudes, and/or purchase intention to variables such as advertising weight, media mix, or distribution level.
• Sales performance
• Relating measures such as new accounts opened to variables such as personality characteristics
• Green's relating of two measures of risk-taking to personailty characteristics
• Segmentation solution testing

Assumptions

• Same as regression analysis

Mechanics

• Means and standard deviations
• Correlation matrix
• Canonical correlations
• Coefficients for the first set of variables
• Coefficients for the second set of variables

Seminal Articles/Texts

• Stewart & Love; A General Canonical Correlation Index; Journal of Marketing Research; p.90, February, 1972
• Psychological Bulletin; Vol. 70; pp 160-163, 1968
• Journal of Advetising Research; p.19, June 1969

Back to Common Statistical Tools