Conjoint Analysis is an analytic technique used in marketing that helps managers to determine the relative importance consumers attach to salient product attributes or the utilities the consumers attach to the levels of product or service attributes. Conjoint procedures attempt to assign values to the levels of each attribute so that the resulting utilities attached to the stimuli match as closely as possible. Like MDS, Conjoint Analysis relies on respondents subjective evaluations. [Read more…]
Archives for July 2015
Multidimensional Scaling (MDS) for Marketing
30/07/2015 by 2 Comments
Multidimensional Scaling (MDS) is a class of procedures for representing perceptions and preferences of respondents spatially by means of visual display. Perceived psychological relationships among stimuli are represented as geometric relationships among points in multidimensional space. These geometric representations are often called spacial maps. Multidimensional scaling are use for: [Read more…]
