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Practical uses of multidimensional techniques in marketing

Date of publication: June 15, 1972

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Derek C. Martin

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.

Derek C. Martin

Author

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Research Papers

Nonmetric multidimensional scaling

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Author: Michael M. Brown

 

March 1, 1979

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Citation

Brown, M. M. (1979a, March 01). Nonmetric multidimensional scaling. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/nonmetric-multidimensional-scaling


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

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Citation

Williams, Whittlestone and Martin (1991a, June 15). Turning images into fragrances. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/turning-images-into-fragrances


Research Papers

The market research market in Europe, the USA and Japan and the major economic factors influencing it

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Authors: Derek C. Martin, Laurence W. Hagan

 

June 15, 1992

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Citation

Martin and Hagan (1992a, June 15). The market research market in Europe, the USA and Japan and the major economic factors influencing it. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/the-market-research-market-in-europe-the-usa-and-japan-and-the-major-economic-factors-influencing-it


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Citation

Martin, D. C. (1972a, June 15). Practical uses of multidimensional techniques in marketing. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/the-market-research-market-in-europe-the-usa-and-japan-and-the-major-economic-factors-influencing-it