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| Tekijä: | Yakir, B. Gilula, Z. |
| Otsikko: | An insightful comparison of brands on an arbitrary ordinal scale |
| Lehti: | Journal of the Market Research Society
1998 : JUL, VOL. 40:3, p. 249-264 |
| Asiasana: | Market research Methodology Consumer behaviour Consumer satisfaction United Kingdom Europe |
| Vapaa asiasana: | Brand preferences Rankings |
| Kieli: | eng |
| Tiivistelmä: | The ability to rank brands or services from best to worst is a well-known marketing need. The current methodology for doing so is at best ad-hoc. In the paper, some well-known methods from categorical data analysis are combined with some innovative ideas to derive a methodologically sound and statistically testable new technique to compare brands on an ordinal variable. The new technique, based on the notion of stochastic ordering, has the merit of enabling a comparison of brands. It determines an optimal scale under which the brands can be insightfully compared and ranked. |
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