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...

In this appendix, we present in detail· the procedure involved in a single application of PARAFAC three-way factor analysis to real data. The data are from a pilot marketing study and consist of the ratings of 25 stimuli (names of automobiles and celebrities) made by each of 34 raters, using a...

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)...

Rao and Sabavala (1981) recently proposed a hierarchical clustering methodology applied to normalized brand switching matrices to assess competitive market structure. We introduce a recently developed clustering method that appears to be more suited to the analysis of such nonsymmetric data, and...

A general set of multidimensional unfolding models and algorithms is presented to analyze preference or dominance data. This class of models termed GENFOLD2 (GENeral UnFOLDing Analysis-Version 2) allows one to perform internal or external analysis, constrained or unconstrained analysis,...

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 multidimensional scaling model designed to analyze binary choice data (e.g., subjects rendering buy/no buy decisions concerning a number of actual products). Maximum likelihood estimation procedures are utilized in procuring a joint space representation of both subjects and products...

This paper explores some of the problems associated with traditional canonical correlation. A response surface methodology is developed to examine the stability of the derived linear functions, where one wishes to investigate how much the coefficients can change and still be in an e-neighborhood...

A general class of nonhierarchical clustering models and associated algorithms for fitting them are presented. These (metric) clustering models generalize the Shepard-Arabie Additive Clusters model in allowing for: (1). either overlapping or nonoverlapping clusters; (2). either symmetric...

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...