| Author: | DeSarbo, W. S. Hoffman, D. L. |
| Title: | Constructing MDS joint spaces from binary choice data : a multidimensional unfolding threshold model for marketing research. |
| Journal: | Journal of Marketing Research
1987 : FEB, VOL. 24:1, p. 40-54 |
| Index terms: | MARKETING RESEARCH MULTIDIMENSIONAL SCALING CHOICE THEORY |
| Language: | eng |
| Abstract: | The authors present a new multidimensional unfolding methodology that can analyze various types of individual choice data. The model represents choice data, defined by dichotomous variables that indicate whether a particular brand was chosen or not, in terms of a joint space of consumers and brands.The authors apply a spatial choice model to data on consumer choices for l2 residential communication devices and demonstrate how the results can be used for optimal positioning decisions. |
SCIMA