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| Tekijä: | Faure, C. Natter, M. |
| Otsikko: | New metrics for evaluating preference maps |
| Lehti: | International Journal of Research in Marketing
2010 : SEP, VOL. 27:3, p. 261-270 |
| Asiasana: | Monte Carlo technique simulation multidimensional scaling preferences products consumers Germany |
| Vapaa asiasana: | attribute set consideration set |
| Kieli: | eng |
| Tiivistelmä: | Using measures of consideration and attribute sets to frame criterion validity, this paper develops a metrics set possible to be interpreted by managers and allowing managers to evaluate maps based on their ability to precisely represent market structures for products, attributes, and consumers. Using a Monte Carlo simulation, the stability of the metrics is tested for a variety of scenarios and compared to statistical stress. It is shown that the metrics can help identify specific sources of noise and hence can be used to interpret map fit at a more disaggregated level than stress. The metrics is applied on an empirical example of sweet snacks with 15 products and 9 attributes. Data is gathered from more than 200 German consumers through a computer-based survey. A reweighted map for a focal product is developed. |
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