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- Title
Measurement and Data Analysis.
- Authors
Green, Paul E.
- Abstract
Progress in measurement theory and techniques of data analysis can be useful to both the management scientist and behavioralist. Recent developments in multidimensional scaling and nonmetric methods in analyzing associative data are discussed. The author further speculates that such techniques will lead ultimately to more realistic prescriptive models and more rigorous formulations of buyer behavior.
- Subjects
MARKETING models; DATA analysis; MULTIDIMENSIONAL scaling; CONSUMER behavior research; PSYCHOMETRICS; MARKETING research; CONSUMER attitude research; CONSUMER preferences research; MARKET segmentation; INDUSTRIAL management; DECISION making; SCALE analysis (Psychology); COMPUTER network resources
- Publication
Journal of Marketing, 1970, Vol 34, Issue 1, p15
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250288