TAILIEUCHUNG - 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,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Twenty-One 2 Multidimensional Scaling and Conjoint Analysis Marketing Research 12th Edition 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 3 Marketing Research 12th Edition 4 Perceptual map Attribute data Nonattribute data Similarity Preference Correspondence analysis MDS Discriminant analysis Factor analysis Approaches To Creating Perceptual Maps Marketing Research 12th Edition Attribute Based Approaches Attribute based MDS - MDS used on attribute data Assumption The attributes on which the individuals' perceptions of objects are based can be identified Methods used to reduce the attributes to a small number of dimensions Factor Analysis Discriminant Analysis Limitations Ignore the relative importance of particular attributes

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