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Consumer typology based on probabilistic similarity measurement

Date of publication: November 1, 1968

Catalogue: Seminar 1968: Operational Research In Marketing

Authors: Andreas Winkler, Klaus Ragnitz

Abstract:

Fundamentally, consumer typologies are procedures for reducing data, Rather than work with a multiplicity of individual reactions it is preferable to use this matrix as a basis for seeking essential correlations both between variables and between individuals. Our intention here is to deal exclusively with the individuals aspect and to discuss a type construction proposal which uses a new similarity index.

Andreas Winkler

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Klaus Ragnitz

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Winkler and Ragnitz (1968a, November 01). Consumer typology based on probabilistic similarity measurement. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/typology-and-segmentation