Analyzing Free-Response Data in Marketing Research
Open Access
- 1 February 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 10 (1) , 45-52
- https://doi.org/10.1177/002224377301000107
Abstract
This article presents a new approach to the analysis of free-response data matrices using reduced-space and clustering procedures. Two marketing applications are presented; limitations and possible methodological and substantive extensions of the approach are highlighted.Keywords
This publication has 3 references indexed in Scilit:
- Direct Clustering of a Data MatrixJournal of the American Statistical Association, 1972
- Analysis of individual differences in multidimensional scaling via an n-way generalization of “Eckart-Young” decompositionPsychometrika, 1970
- Hierarchical clustering schemesPsychometrika, 1967