Statistical perceptual maps : using confidence region ellipses to enhance the interpretations of brand positions in multidimensional scaling
Dawn Iacobucci, Doug Grisaffe, Wayne DeSarbo
| Year of publication: |
September-December 2017
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|---|---|
| Authors: | Iacobucci, Dawn ; Grisaffe, Douglas B. ; DeSarbo, Wayne |
| Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3318, ZDB-ID 2725961-4. - Vol. 5.2017, 3/4, p. 81-98
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| Subject: | Multidimensional scaling | Perceptual maps | Confidence regions | Marktforschung | Market research | Markenführung | Brand management | Multivariate Analyse | Multivariate analysis | Vertrauen | Confidence |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-017-0022-6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10011855256