Abstract:
The paper commences with a brief discussion of the factors which influence the use of multidimensional techniques in market segmentation studies, and the required conditions for successful use of them. An example is quoted from the magazine field, where a study, limited in objectives after substantial discussion, indicated clearly market opportunities and product form. The merits of non-metric multidimensional scaling are then discussed, together with major disadvantages, and examples given of the application of this technique to specified marketing problems.
Research Papers
Nonmetric multidimensional scaling
Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Michael M. Brown
 
March 1, 1979
Research Papers
Turning images into fragrances
Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products
Authors: Anthony A. Williams, D. J. Whittlestone, Derek C. Martin
 
June 15, 1991
