MANOVAMAP: Graphical Representation of MANOVA in Marketing Research

Abstract

The author proposes a graphical representation of the multivariate analysis of variance (MANOVA). This representation, termed a “MANOVAMAP,” shows the magnitude of MANOVA model effects and their statistical significance in an easily interpreted statistical graphic. The author discusses the use and construction of MANOVAMAPs for an empirical example and compares it with both a traditional MANOVA analysis of the data and a traditional graphical analysis based on centroid plots.