search query: @author Krieger, A. M. / total: 10
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| Author: | Green, P. E. Krieger, A. M. Carroll, J. D. |
| Title: | Conjoint analysis and multidimensional scaling. |
| Journal: | Journal of Advertising Research
1987 : OCT-NOV, VOL. 27:5, p. 21-27 |
| Index terms: | CONSUMER CHOICE CONJOINT ANALYSIS MULTIDIMENSIONAL SCALING |
| Language: | eng |
| Abstract: | This article illustrates how conjoint analysis can be used to make predictious of buyer's choices among multiattribute products. It also shows how the results of these predictious can then be portrayed in an MDS space that considers three sets of entities: products, attribute levels of the products, and market segment descriptors. The approach is illustrated in the context of an actual business application. |
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