Abstract:
Most of the previous studies of media are based on reading habits of the audience. The similarity between two magazines is then defined in terms of the audience duplication. A major limitation of this approach is that it confuses the concepts of competition and of complementarity. Further understanding of the qualitative aspects underlying the perception of magazines by consumers is therefore needed both for advertisers as well as for the magazines themselves. The various methods of multidimensional scaling of similarities and preferences whose applications in marketing until now was mainly in the field of strategy, especially of product policy, supply us with the methodological basis to conduct this research. The purpose of this paper is to suggest a new research approach to this problem, based on a pilot study on a limited sample, which could be extended to a larger one.
Research Papers
How to analyse heterogenous data?
Catalogue: Paper 1978: Analysis of Data
Author: Jean-Marie Bouroche
 
February 1, 1978
Research Papers
Multivariate data analysis and consumer behaviour
Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Yves Evrard
 
June 15, 1982
Research Papers
Some problems associated with the use of multidimensional scaling
Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Bernard Dubois, Yves Evrard
 
August 1, 1975
