Lecture%2010%20ch22

Lecture%2010%20ch22 - 1 ChapterTwentytwo Multidimensional...

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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Chapter Twenty-two 1 Multidimensional Scaling
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Multidimensional Scaling Used to:   Identify dimensions by which objects are perceived  or evaluated  Position the objects with respect to those  dimensions Make positioning decisions for new and old  products 2
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Three Steps of MDS To perform a multidimensional scaling analysis, there  are three basic steps  . . . 1. Gather measures of similarity or preference across  the entire set of objects to be analyzed. 2. Use MDS techniques to estimate the relative position  of each object in multidimensional space. 3. Identify and interpret the axes of the dimensional  space in terms of perceptual and/or objective  attributes.
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ 4 Perceptual map Attribute data Nonattribute data Similarity Preference Correspondence analysis MDS Discriminant analysis Factor analysis Approaches To Creating Perceptual Maps
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ MDS Overview http://www.youtube.com/watch?v=kbj3M6Uu_oc 5
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Why perceptions? Perceptions are not equal to reality (e.g.,  perceived vs. actual quality of German  cars, particularly Mercedes, VW). Customers buy based on perceptions . Multidimensional Scaling
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Attribute Based Approaches MDS used on attribute data Assumes that the perceived attributes can be identified The distance points in MDS matter – they determine the  perception of close/far away Methods used to reduce the attributes to a small number of  dimensions  Factor Analysis Discriminant Analysis Limitations Ignore the relative importance of particular attributes to customers Variables are assumed to be intervally scaled and continuous 7
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Lecture%2010%20ch22 - 1 ChapterTwentytwo Multidimensional...

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