at Google ScholarTitle data
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.
(ed.):
Analysis of Categorical Data from Historical Perspectives : Essays in Honour of Shizuhiko Nishisato. -
Singapore
: Springer
,
2024
. - pp. 155-171
ISBN 978-981-99-5328-8
DOI: https://doi.org/10.1007/978-981-99-5329-5_10
Abstract in another language
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.
Further data
| Item Type: | Article in a book |
|---|---|
| Refereed: | Yes |
| Institutions of the University: | Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation > Chair Business Administration XIV - Marketing and Innovation - Univ.-Prof. Dr. Daniel Baier |
| Result of work at the UBT: | Yes |
| DDC Subjects: | 300 Social sciences > 330 Economics |
| Date Deposited: | 07 Feb 2024 06:18 |
| Last Modified: | 07 Feb 2024 06:18 |
| URI: | https://eref.uni-bayreuth.de/id/eprint/88501 |