Summary
Contents
Subject index
Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each methods as well as showing how they are applied. Real data sets and detailed guidance on the use of appropriate software is included along with discussion of: Sampling, Data management an statistical packages, Hypothesis testing, Cluster analysis, Structural equation modelling.
Multidimensional Scaling
Multidimensional Scaling
This Chapter introduces the reader to the multi-faceted world of multidimensional scaling (MDS), a set of techniques allowing one to translate preference orderings and consumer perceptions toward products (objects) into graphical representations, usually in a two or ...
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