Consumer Preferences in Housing Market Analysis: An Application of Multidimensional Scaling Techniques
利用消费者提供的住房相似性数据，构建感知地图，揭示消费者评价住房时使用的标准，并发现市场细分与人口统计指标不完全对应。
The value of single–family housing is a function of demographic, economic and psychographic variables. Much work has been done on the objectively measurable criteria, but virtually none on the subjective, perceptual criteria. This study uses consumer‐supplied similarity measures of housing alternatives to develop a multidimensional perceptual “map” of the way consumers view housing choices. The dimensions of this perceptual space represent the evaluative criteria utilized, consciously or unconsciously, during the housing evaluation process. The analysis, although exploratory in nature, suggests that all perceptually defined market segments use the same evaluative construct; that market segments may be defined in terms of differences in the relative importance of each criterion; that market segments do not necessarily correspond to simple demographic measures; and that the major evaluative criteria in the perceptual process generally agree with those found in the literature based on objective measurements.