Product-concept testing is a popular activity in marketing research. Often the number of new product/service concepts under study far exceeds the time available for any single respondent. Respondents therefore may receive only a subset of the concepts comprising the total design. Researchers are...

A least-squares algorithm for fitting ultrametric and path length or additive trees to two-way, two-mode proximity data is presented. The algorithm utilizes a penalty function to enforce the ultrametric inequality generalized for asymmetric, and generally rectangular (rather than square)...

Models for the representation of proximity data (similarities/dissimilarities) can be categorized into one of three groups of models: continuous spatial models, discrete nonspatial models, and hybrid models (which combine aspects of both spatial and discrete models). Multidimensional scaling...

A new metric multidimensional scaling model is proposed, and a corre­sponding method is developed to accommodate the analysis of three-mode dominance (e.g., preference) data and nonsymmetric three-way proximity data. One of many possible marketing applications is presented concern­ing the...