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advertising effect aggregation algorithm application approach assume assumptions attribute importance average behavior Box-Jenkins Box-Jenkins models brand brand X commercials comparison competitive conjoint analysis consider consumer cost coupon coupon program curve customers DANISH PASTRY decision defined dependent variable developed diffusion distribution empirical equation evaluation EWMA models example experimental exposure factor factor analysis Figure forecast function given Gompertz growth model ideal point importance weights increase individual insertion intervening variable Journal of Marketing least squares linear Logistic growth Lowest Error Score Management market share marketing mix Marketing Research measure media values method Multidimensional Scaling nonmetric number of levels objective obtained optimal paper Penetration pricing period predictions preference judgments price elasticity price sensitivity problem procedures product categories profitability purchase density rank order regression relative repeat purchases retailer promotions scale sell-in situation skim stimulus strategies Table television theory three-way unfolding tion TOAST utility wearout wearout effect Wittink