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| Author: | Chaturverdi, A. Caroll, D. |
| Title: | A perceptual mapping procedure for analysis of proximity data to determine common and unique product-market structures |
| Journal: | European Journal of Operational Research
1998 : DEC 1, VOL. 111:2, p. 268-284 |
| Index terms: | OPERATIONAL RESEARCH ECONOMICS PRODUCT MARKETING |
| Language: | eng |
| Abstract: | Traditional techniques of perceptual mapping hypothesize that products are differentiated in a common perceptual space of attributes. This paper suggests that each product is differentiated not only in a common conceptual space, but also a unique perceptual space consisting of as many dimensions as the number of products. It provides a model and estimation procedure based on alternating least squares for estimating the model parameters. |
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