MULTIDIMENSIONAL SCALING AND RETAIL POSITIONING: AN APPRAISAL

Emerald - Tập 19 Số 3 - 1991
StuartVan Auken, Subhash C.Lonial

Tóm tắt

Multidimensional scaling (MDS) has often been utilised in retail store positioning and repositioning research. However, MDS results constrain store movement to existing perceptual dimensions. This work indicates that an assessment of higher level preference functions should be conducted before utilising MDS results in store positioning. Despite this limitation, the ability of MDS to reveal current perceptual criteria means that it can serve as a very useful diagnostic. In this regard, MDS can be utilised to determine if a new dimension has emerged from a given positioning, or whether consumers have changed the salience of their perceptual criteria, as a result of a positioning. It can also reveal if a referent store has moved in the appropriate direction (e.g. away from competitors and towards a gap that evidences utility).

Từ khóa


Tài liệu tham khảo

10.1016/0007-6813(82)90130-6

10.1016/0007-6813(82)90008-8

Doyle P., 1977, Proceedings of the Educators Conference, American Marketing Association

Pessemier E.A., 1980, Journal of Retailing, 56, 94

10.1007/BF02287916

10.1037/h0060984

10.2307/2086306

10.1007/BF02288916

Lautman M.R., 1978, Journal of Advertising Research, 18, 35

Smith R.E., 1979, Journal of Advertising Research, 19, 37

Dillon W.R., 1986, Journal of Advertising Research, 26, 29

10.1111/j.1540-5915.1982.tb00129.x

Singson R.L., 1975, Journal of Retailing, 51, 38

Wind Y., 1972, Attitude Research in Transition

10.1108/eb008078

Kardon B.E., 1989, Retail Insights. Touche Ross Trade Office, 4, 2

Wysocki, 1978, Wall Street Journal, 1

Schiffman S.S., 1981, Introduction to Multidimensional Scaling: Theory, Methods, and Applications

10.2307/3149550

10.1108/EUM0000000005103

10.2307/1250799

10.1177/014662168300700404

Coxon A.P.M., 1982, The User's Guide to Multidimensional Scaling

Carroll J.D., 1969, Bell Telephone Laboratories

Schöneman P.H., 1977, Paper No 623, unpublished report

Schönemann P.H., 1978, Journal of Marketing Research, 15, 268, 10.1177/002224377801500210

Carroll J.D., How to Use PROFIT: A Computer Program for Property Fitting by Optimizing Nonlinear or Linear Correlation

Thông tin
Thông tin xuất bản

Emerald

Tập 19 Số 3

Thông tin tác giả