To provide a basis for understanding the relationships among the various multivariate techniques which are currently being used to analyse data obtained in social and behavioural sciences. More specifically, the data were used to try to evaluate the meaningfulness (and therefore the usefulness) of techniques in interpreting real sets of attitudinal data. Attitudinal/Behavioural Questions Various types of branded products were used as a basis for the questionnaire. Questions were asked on frequency of use, preferences, and purchasing patterns. Respondents were asked to match a range of attitudinal belief statements with particular brand names. Background Variables Age, sex, class, place of residence, occupation of head of household, special qualifications.