that it was easy to manipulate the method, which, in his view, generated results that were 'erroneous, contradictory, and absurd.' Specifically, he argued, the results achieved in population genetics were characterized by cherry-picking and circular reasoning. Market research and indexes of attitude Market research has been an extensive user of PCA. It is used to develop customer satisfaction or customer loyalty scores for products, and with clustering, to develop market segments that may be targeted with advertising campaigns, in much the same way as factorial ecology will locate geographical areas with similar characteristics. PCA rapidly transforms large amounts of data into smaller, easier-to-digest variables that can be more rapidly and readily analyzed. In any consumer questionnaire, there are series of questions designed to elicit consumer attitudes, and principal components seek out latent variables underlying these attitudes. For example, the Oxford Internet Survey in 2013 asked 2000 people about their attitudes and beliefs, and from these analysts extracted four principal component dimensions, which they identified as 'escape', 'social networking', 'efficiency', and 'problem creating'. Another example from Joe Flood in 2008 extracted an attitudinal index toward housing from 28 attitude questions in a national survey of 2697 households in Australia. The first principal component represented a general attitude toward property and home ownership. The index, or the attitude questions it embodied, could be fed into a General Linear Model of tenure choice. The strongest determinant of private renting by far was the attitude index, rather than income, marital status or household type. Quantitative finance In quantitative finance, principal component analysis can be directly applied to the risk management of interest rate derivative portfolios. Trading multiple swap instruments which are usually a function of 30–500 other market quotable swap instruments is sought to be reduced to usually 3 or 4 principal components, representing the path of interest rates on a macro basis. Converting risks to be represented as those to factor loadings (or multipliers) provides assessments and understanding beyond that available to simply collectively viewing risks to individual 30–500 buckets. PCA has also been applied to equity portfolios in a similar fashion, both to portfolio risk and to risk return. One application is to reduce portfolio risk, where allocation strategies are applied to the "principal portfolios" instead of the underlying stocks. A second is to enhance portfolio return, using the principal components to select stocks with upside potential. Neuroscience A variant of principal