Two Models for Representing Unrestricted Choice Data
Association for Consumer Research Proceedings, 1980
5 Pages Posted: 2 May 2016
Date Written: October 1980
The collection of unconstrained choice data (in which respondents choose products, TV shows, etc. from a reference set that is left unspecified) is a common practice in marketing research. This paper describes and applies two models for representing such data as points in a multidimensional space. The models are illustrated in the context of preferences for sports cars.
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