Graphical Methods for Marketing Research
نویسنده
چکیده
Correspondence analysis, multiple correspondence analysis, preference mapping, and multidimensional preference analysis are descriptive statistical methods that generate graphical displays from data matrices. These methods are used by marketing researchers to investigate relationships among products and individual differences in preferences for those products. The end result is a twoor three-dimensional scatter plot that shows the most salient information in the data matrix. This chapter describes these methods, shows examples of the graphical displays, and discusses marketing research applications.∗
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