Lecture Marketing research (12th edition) - Chapter 21: Multidimensional scaling and conjoint analysis
Lecture Marketing research (12th edition) - Chapter 21: Multidimensional scaling and conjoint analysis
Chapter 21 - Multidimensional scaling and conjoint analysis. In this chapter, the following content will be discussed: Multidimensional scaling, approaches to creating perceptual maps, attribute based approaches, comparison of factor and discriminant analysis,...