Constructing MDS Joint Spaces from Binary Choice Data: A Multidimensional Unfolding Threshold Model for Marketing Research
提出一种新的多维展开方法，分析消费者对品牌的二元选择数据，构建消费者与品牌的联合空间，并通过可选的模型重参数化纳入营销和背景变量，帮助市场细分和产品定位决策。
The authors present a new multidimensional unfolding methodology that can analyze various types of individual choice data. The model represents choice data, defined by dichotomous variables that indicate whether a particular brand was chosen or not, in terms of a joint space of consumers and brands. Explicit treatment of marketing and subject background variables is allowed through optional model reparameterizations of consumers and brands. Together with the joint space representation of both consumers and brands, these optional reparameterizations can provide information on appropriate market segmentation bases and respective product positioning strategies. The authors apply this spatial choice model to data on consumer (intended) choices for 12 residential communications devices and demonstrate how the results can be used for optimal positioning decisions.