haku: @author Desarbo, W. S. / yhteensä: 23
viite: 4 / 23
| Tekijä: | DeSarbo, W. S. |
| Otsikko: | Research Note: The Spatial Representation of Market Information |
| Lehti: | Marketing Science
2001 : VOL. 20:4, p. 426-441 |
| Asiasana: | RESEARCH MARKET INFORMATION MARKETING |
| Kieli: | eng |
| Tiivistelmä: | To be used effectively, market knowledge and information must be structured and represented in ways that are par- simonious and conducive to efficient managerial decision making. This manuscript proposes a new latent structure spatial model for the representation of market information that meets this requirement. When applied to a priori defined (e.g., socioeconomic) segments, the authors' proposed methodology provides a new way to display marketing data parsimoniously via dimension reduction through a factor-analytic specification. In post hoc studies the authors simultaneously derive market segments from the data and represent the structure of market information within each of the unobserved, derived groups/segments. |
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