An Approach for Improved Interpretation of Multivariate Analysis *

This paper proposes a method, canonical rotation analysis, which facilitates the substantive interpretation of results in multivariate analysis. Canonical rotation analysis is developed as a model which integrates multivariate least squares approaches and the varimax rotation criterion. The generalized applicability of the model to canonical correlation, multiple discriminant analysis, and multivariate analysis of variance is developed. The advantages and limitations of canonical rotation analysis are discussed and illustrated in the context of an industrial marketing research problem.