The techniques of multivariate statistics offer extremely powerful tools for use in solving everyday problems in a wide range of fields. Yet because of their statistical nature they are often out of reach of many of the people who could benefit from them. One such group is that of market researchers and this title provides a non-technical explanation of multivariate statistics in the context of their application in market research. The focus is on providing an understanding of these techniques and the benefits which can be gained from their use. The rationale behind the book is that it is possible for an interested non-technical person to gain a working understanding of multivariate analysis. It assumes a general but fairly basic statistical knowledge and concentrates on the statistical techniques specifically relevant to market research. It illustrates these techniques throughout with international examples and case studies. In keeping with the aims of the "Applications in Statistics Series", the emphasis is on learning an application of statistics, in this case in market research, rather than on learning statistics per se.