Constructing MDS Joint Spaces from Binary Choice Data a Multidimensional Unfolding Threshold Model for Marketing Research

Journal of Marketing Research, Vol. 24, No. 1, pp. 40-54

15 Pages Posted: 26 May 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

Donna L. Hoffman

George Washington University School of Business

Date Written: February 1987

Abstract

The authors present a new multidimensional unfolding methodology that can analyze various types of individual choice data. The model represents choice data, defined by dichotomous variables that indicate whether a particular brand was chosen or not, in terms of a joint space of consumers and brands. Explicit treatment of marketing and subject background variables is allowed through optional model reparameterizations of consumers and brands. Together with the joint space representation of both consumers and brands, these optional reparameterizations can provide information on appropriate market segmentation bases and respective product positioning strategies. The authors apply this spatial choice model to data on consumer (intended) choices for 12 residential communications devices and demonstrate how the results can be used for optimal positioning decisions.

Suggested Citation

DeSarbo, Wayne S. and Hoffman, Donna L., Constructing MDS Joint Spaces from Binary Choice Data a Multidimensional Unfolding Threshold Model for Marketing Research (February 1987). Journal of Marketing Research, Vol. 24, No. 1, pp. 40-54, Available at SSRN: https://ssrn.com/abstract=2784430

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Donna L. Hoffman

George Washington University School of Business ( email )

2201
G St NW
Washington, DC 20052
United States
9515431260 (Phone)

HOME PAGE: http://postsocial.gwu.edu

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
22
Abstract Views
355
PlumX Metrics