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...

Ambiguity surrounds any importance measure in cases in which predictor variables are correlated. However, a new measure is proposed that has attractive properties, such as providing individual contributions that are both non-negative and sum to R2. The new measure is compared with four other...

Two recently developed probabilistic multidimensional models for analyzing pairwise choice data are introduced, discussed in terms of their differential properties, and extended in several ways. The first one, the wandering vector model, was originally suggested by Carroll and extended by De...

Increasingly, researchers are becoming interested in the relationship of part-worth functions, obtained from conjoint analysis, to other aspects of the respondents (e.g., their demographics, preferences for current brands, etc.). This paper describes a straight-forward procedure for determining...

In this paper we propose two versions of stochastic choice models based on tree structure models — called “tree unfolding models”. These models can be viewed as discrete (tree structure) analogues of a recently proposed class of continuous (spatial) random utility models for paired...

A recently developed probabilistic multidimensional unfolding model for paired comparisons data is described. Unlike the stochastic multidimensional unfolding models previously proposed in the literature, the present model is a moderate utility model. After presenting the model in its most...