Multivariate exploratory techniques

a) Data reduction and structure detection

Example: How to extract from 171 bipolar adjectives that express respondents' characteristics 5 primary dimensions of any personality?

b) Detection of underlying dimensions that explain observed dissimilarities between the objects

Example: How do consumers see our product compared with others? How many and what criteria do they use in fact?

c) Partition a set of objects into homogeneous clusters

Example: How to divide consumers of the product into several groups, so persons within each group were similar and groups would differ between each other. Consumers are characterized by variables such as: age, gender, income, amount of consumption, frequency of purchase etc.