Abstract:
The purpose of this communications is to review the main applications of multivariate methods to a preeminent area of marketing research consumer behavior. Three areas of application are distinguished, based on a paradigm of consumer behavioral system: 1. market segmentation; 2. consumer perceptions and product positioning; 3. preferences and choices. For each area, available methods are briefly presented in a comparative framework. The conclusive part aims to identify the main trends of evolution of multivariate data analysis.
Research Papers
Causal modelling in marketing
Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Evrard
 
June 15, 1984
Research Papers
Causal modelling in marketing (French)
Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Evrard
 
June 15, 1984
Research Papers
From data collection to data analysis
Catalogue: Seminar 1977: Ways And New Ways Of Data Collection
Authors: Patrick Le Maire, Yves Evrard
 
November 1, 1977
