09_Chapter 10 - Click to edit Master subtitle style 10 Multidimensional Scaling Ch 1 11 Decision Process Research Objective Research Design

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Click to edit Master subtitle style Ch 1 10. Multidimensional Scaling 11
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Ch 1 Decision Process 1. Research Objective 2. Research Design 3. Assumption Test 4. Estimating the MDS Model and Assessing Overall Fit 5. Interpretation 6. Validation 22
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Ch 1 1. Research Objective Perceptual Map Graphic presentation of objects in a multidimensional space for comparison Objects Brands Not variables/respondents Multidimensional Two-dimensional 33
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Ch 1 44 Quality P r i c e Low High High 1. Research Objective
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Ch 1 2. Research Design Measurement Metric & non-metric Metric is preferred More information The number of objects/brands Minimum object-to-dimension ratio > 4:1 2 dimensions At least 9 brands 55
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Ch 1 2. Research Design HBAT Similarity Ratings Chapter 10.sav Similarity Ratings of HBAT and 9 competitors 10 Brands Paired comparison (10 x 9) /2 = 45 In each of the 45 comparisons, a respondent indicates how similar the two brands are on a nine-point scale. 1 = not at all similar … 9 = very similar 18 respondents Minimum object-to-dimension ratio > 4:1 66
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Ch 1 2. Research Design Sample size requirement Not specified Division of sample Not required 77
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Ch 1 2. Research Design HBAT Attribute Rating Chapter 10.xlsx Attribute ratings of HBAT and 9 competitors The 18 respondents also rated each of the 10 brands on four attributes on a 9-point scale 1 = low … 9 = high X1: Product Quality X2: Product Innovation X3: Price Level X4: Maintenance Cost 88
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Ch 1 2. Research Design HBAT Attribute Rating Chapter 99 Brands Variables HBAT A B C D E F G H I
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This note was uploaded on 06/18/2011 for the course MGT 600+ taught by Professor Shen during the Spring '11 term at Saint Joseph's University.

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09_Chapter 10 - Click to edit Master subtitle style 10 Multidimensional Scaling Ch 1 11 Decision Process Research Objective Research Design

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