A New Procedure for Concept Evaluation
- 1 October 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 37 (4) , 2-11
- https://doi.org/10.1177/002224297303700402
Abstract
The author suggests a concept testing procedure which relies on concept evaluation and positioning by market segments. The integration of multidimensional scaling, conjoint measurement procedures, and related multivariate statistical techniques is explained and illustrated.Keywords
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