Beteiligte: | , |
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In: | Journal of Marketing Research, 16, 1979, 2, S. 247-257 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 247-257 |
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ISSN: |
1547-7193
0022-2437 |
DOI: | 10.1177/002224377901600209 |
veröffentlicht in: | Journal of Marketing Research |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p> An analysis of variance method for scaling brand preference within a single consumer or market segment of consumers is described. This framework is used in developing a test for the accountability of preference in terms of mediating perceptual attributes. Unlike previous approaches, the method provides an F-test for a particular multiattribute structure individual by individual or segment by segment. These microtests are illustrated in two data analyses: intraindividual tests on an exogenous perceptual structure and intrasegment assessment of structures that are endogenous to each of the several segments. </jats:p> |