haku: @author Matiaske, W. / yhteensä: 5
viite: 4 / 5
| Tekijä: | Matiaske, W. Dobrov, I. Bronner, R. |
| Otsikko: | Anwendung der Korrespondenzanalyse in der Imageforschung. Dargestellt am Beispiel eines Segmentes des Automobilmarktes. |
| Lehti: | Marketing: Zeitschrift fur Forschung und Praxis
1994 : VOL. 16:1, p. 42-54 |
| Asiasana: | IMAGE PRODUCTS CARS |
| Kieli: | ger |
| Tiivistelmä: | The goal of image studies is often not only to describe the image of one product but to analyze the image in relation to other goods. Correspondence analysis is a multivariate technique that represents the dependencies between rows and columns of a matrix simultaneously as distances in euclidian space. Using a small example the fundamentals of this technique are briefly described. Some helpful hints on special features of correspondence analysis and computer programs are given. One result of an image study is presented. |
SCIMA