Hodgkinson, Gerard P.; Padmore, Jo; Tomes, Anne E. - In: European Journal of Marketing 25 (1991) 7, pp. 41-60
Multidimensional scaling and cluster analysis techniques are commonly employed for the analysis of consumer perceptions of products. However, within the past 10‐15 years, a growing volume of research has shown that the processes underlying similarities judgements of stimuli are incompatible...