A Multivariate Analysis of Psychographic Variables

This study examined the relationship between demographic and personality variables through the use of a multivariate technique, canonical analysis. The principal advantage of such a technique lies in its ability to simultaneously consider sets of variables rather than focusing narrowly in a single predictor or criterion variable. The four demographic variables examined, sex, age, education, and marital status, produced four statistically significant relationships with personality traits measured by the Edwards Personal Preference Schedule. These relations were examined and suggestions made as to how the results might be used to indicate areas for further research.