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- Publisher
- Springer Journals
- Copyright
- 1989 Academy of Marketing Science
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1007/BF02726638
- Publisher site
- See Article on Publisher Site
Abstract
Abstract This article describes an approach in which conjoint methodology and multidimensional scaling can be fruitfully applied, in tandem, to the measurement and representation of preference data for factorially designed profiles. The approach is described and applied to an illustrative data set. We conclude the article with a brief discussion of possible extensions of the approach and additional research needs.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: Sep 1, 1989