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Baier, Daniel ; Gaul, Wolfgang:
Marketing Data Analysis by the Dual Scaling Approach : An Update and a New Application.
In: Beh, Eric J. ; Lombardo, Rosaria ; Clavel, Jose G.
(Hrsg.):
Analysis of Categorical Data from Historical Perspectives : Essays in Honour of Shizuhiko Nishisato. -
Singapore
: Springer
,
2024
. - S. 155-171
ISBN 978-981-99-5328-8
DOI: https://doi.org/10.1007/978-981-99-5329-5_10
Abstract
This paper updates a 1988 review of marketing data analysis by dual scaling. Since then, the number of applications has grown considerably. However, the spread is still low compared to, for example, conjoint analysis. On the other side, recent progress in data collection, methodology, and related dual scaling software packages creates new opportunities. The ability to analyse complex and varied data (answers to open questions, associations, cross-tabulations, discrete choices, preferences, ratings) could be a decisive advantage and is demonstrated by a new large-scale marketing application. A sample of online shop customers () was asked to rank-order sustainable improvement options. Dual scaling helps managers and deciders to focus on preferred improvements.
Weitere Angaben
| Publikationsform: | Aufsatz in einem Buch |
|---|---|
| Begutachteter Beitrag: | Ja |
| Institutionen der Universität: | Fakultäten > Rechts- und Wirtschaftswissenschaftliche Fakultät > Fachgruppe Betriebswirtschaftslehre > Lehrstuhl Betriebswirtschaftslehre XIV - Marketing und Innovation > Lehrstuhl Betriebswirtschaftslehre XIV - Marketing und Innovation - Univ.-Prof. Dr. Daniel Baier |
| Titel an der UBT entstanden: | Ja |
| Themengebiete aus DDC: | 300 Sozialwissenschaften > 330 Wirtschaft |
| Eingestellt am: | 07 Feb 2024 06:18 |
| Letzte Änderung: | 07 Feb 2024 06:18 |
| URI: | https://eref.uni-bayreuth.de/id/eprint/88501 |