Using JMP® for Marketing Analytics and Consumer Research

Presenter: Jian Cao

Using Multiple Factor Analysis (MFA) and MaxDiff to Analyze Sensory Study and Survey Results

See how to:

  • Understand how JMP implements Multiple Factor Analysis (MFA)
  • Apply MFA best practices for related to blocks and grouped columns
  • Interpret MFA Summary Plots, including Eigenvalue bar chart, Score Plot and Loading Plot to determine key findings
  • Interpret MFA Variable Loadings, Variable Partial Contributions and Variable Squared Cosines
  • Understand how MaxDiff models consumer preferences using designed experiments and discrete choice models using best-worst pairs
  • Understand the difference between multi-factor choice studies and single-factor MaxDiff studies 


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