Multiple Correspondence Analysis of Multiple Choice Experiment Data

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Bibliographische Detailangaben
Beteiligte: Kaciak, Eugene, Louviere, Jordan
In: Journal of Marketing Research, 27, 1990, 4, S. 455-465
veröffentlicht:
SAGE Publications
Medientyp: Artikel, E-Artikel

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Umfang: 455-465
ISSN: 0022-2437
1547-7193
DOI: 10.1177/002224379002700407
veröffentlicht in: Journal of Marketing Research
Sprache: Englisch
Schlagwörter:
Kollektion: SAGE Publications (CrossRef)
Inhaltsangabe

<jats:p> The authors discuss the relationship between discrete choice conjoint experiments and multiple correspondence analysis. Conjoint choice experiments are viewed as incomplete contingency tables and prepared for multiple correspondence analysis together with other individual differences measures of strategic interest. The authors also discuss problems related to weighting variables for multiple correspondence analysis, particularly as they pertain to the interpretation of the solutions. The use of multiple correspondence analysis of conjoint choice problems is illustrated in an application to vacation destination travel choices by a convenience sample of consumers. </jats:p>