haku: @indexterm PRODUCT MARKETING / yhteensä: 44
viite: 21 / 44
| Tekijä: | Chaturverdi, A. Caroll, D. |
| Otsikko: | A perceptual mapping procedure for analysis of proximity data to determine common and unique product-market structures |
| Lehti: | European Journal of Operational Research
1998 : DEC 1, VOL. 111:2, p. 268-284 |
| Asiasana: | OPERATIONAL RESEARCH ECONOMICS PRODUCT MARKETING |
| Kieli: | eng |
| Tiivistelmä: | 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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