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| Author: | Andrews, R. Manrai, A. |
| Title: | MDS maps for product attributes and market response: an application to scanner panel data |
| Journal: | Marketing Science
1999 : VOL. 18:4, p. 584-604 |
| Index terms: | MARKETING RESEARCH BRAND CHOICE SCALING |
| Language: | eng |
| Abstract: | There is theoretical and empirical evidence that consumers have limited cognitive resources and thus cannot maintain direct preferences for each choice alternative on the store shelves. Instead they likely form their overall preferences for choice alternatives by evaluating the attributes describing each item. Rather than mapping the locations of and preferences for all choice alternatives in a multidimensional space, as is the current practice in marketing research, it is insight full to map the locations of and preferences for the attributes consumers use to evaluate the choice alternatives. |
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