Bibliographische Detailangaben
Beteiligte: Bechtel, Gordon G., O'connor, P. J.
In: Journal of Marketing Research, 16, 1979, 2, S. 247-257
veröffentlicht:
SAGE Publications
Medientyp: Artikel, E-Artikel

Nicht angemeldet

weitere Informationen
Umfang: 247-257
ISSN: 1547-7193
0022-2437
DOI: 10.1177/002224377901600209
veröffentlicht in: Journal of Marketing Research
Sprache: Englisch
Schlagwörter:
Kollektion: SAGE Publications (CrossRef)
Inhaltsangabe

<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>