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| Author: | Kim, J. |
| Title: | Incorporating text effects in the multidimensional scaling of "pick any/N" choice data |
| Journal: | International Journal of Research in Marketing
1999 : FEB, VOL. 16:1, p. 35-56 |
| Index terms: | RESEARCH MARKETING SCALING |
| Language: | eng |
| Abstract: | This paper presents a multidimensional scaling model that is estimated on pick any/N choice data, and accommodates a broad range of context effects. The methodology estimates a set of parameters capturing the direction and magnitude of the context effects, as well as the locations of brands and consumers' ideal points in a joint multidimensional space. Numerical simulation suggests that the authors' approach can recover the true configuration of brands and ideal points in the presence of context effects with greater accuracy than a "baseline" model that does not incorporate any context effects. |
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