Marketing Research and Modeling addresses state of the art developments including new techniques and methodologies by leading experts in marketing and marketing research. This work emphasizes new developments in Bayesian Decision Analysis, Multivariate Analysis, Multidimensional Scaling, Conjoint Analysis, Applications of Conjoint and MDS technique, Data Mining, Cluster Analysis, and Neural Networks.MDS users might plot a pair of cars based on two or three dimensions, such as expense and performance, to create a brand-positioning map that allows one to separate the lower-cost, lower-performance Ford Focus from the high-cost, high- performance Porsche. ... Do we change the paint job, engine, or transmission?
|Title||:||Marketing Research and Modeling: Progress and Prospects|
|Author||:||Yoram Wind, Paul E. Green|
|Publisher||:||Springer Science & Business Media - 2013-06-05|