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- Title
Paired Comparisons and Graph Theory.
- Authors
Kernan, Jerome B.
- Abstract
This article is a technical note on a problem frequently encountered in assessing consumer preferences. Intransitivity is seen in situations where Product a is preferred to Product b, b to c, but c to a. Inadequate preference transitivity casts suspicion on rank orders of products derived from series of paired comparisons. This problem can be given graph theoretic treatment which, although it offers no absolute solution, does make the problem clearer and emphasizes the area of the analyst's judgment.
- Subjects
CONSUMER preferences; CONSUMER behavior; MATHEMATICAL models of marketing; BRAND evaluation; DECISION making; GRAPH theory; CONSUMER attitudes; COMBINATORICS; STATISTICAL correlation; PURCHASING
- Publication
Journal of Marketing Research (JMR), 1967, Vol 4, Issue 1, p67
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150167