Decision Issues in Building Perceptual Product Spaces with Multi-Attribute Rating Data

William R. Dillon · Donald G. Frederick · Vanchai Tangpanichdee

49 citations0/0 files storedJournal of Consumer Research

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Abstract

This paper considers decisions that face consumer researchers as they implement a perceptual product space analysis based on multi-attribute rating data. Decisions that affect the structure of the derived perceptual product space solution can be grouped into six major categories relating to issues of (1) data input, (2) mode, (3) preprocessing transformation, (4) choice/preference modeling, (5) technique, and (6) solution. The major difficulties of each decision area are explicated, and specific recommendations are provided whenever possible.

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References

1957The Measurement of Meaning 1978Conjoint Analysis in Consumer Research: Issues and Outlook 1970Applied factor analysis 1969Latent Structure Analysis.1960A theory of data.1979Multiattribute Approaches for Product Concept Evaluation and Generation: A Critical Review 1947Multiple-Factor Analysis: A Development and Expansion of The Vectors of Mind.1944Psychological measurement: normative, ipsative, interactive.

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