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A Single Ideal Point Model for Market Structure Analysis
David B. MacKay, Robert F. Easley and Joseph L. Zinnes
Journal of Marketing Research
Vol. 32, No. 4 (Nov., 1995), pp. 433-443
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3152178
Page Count: 11
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Computing unsegmented product maps from preference data by means of single ideal point models is commonly thought to be impossible because of indeterminacy problems. The authors show that this mathematical indeterminacy can be overcome by incorporating dependent sampling assumptions into a probabilistic multidimensional scaling (MDS) model. As a result, product space maps can be estimated for single markets from preference data alone. If desired, dissimilarity data can be combined with preference data to produce jointly estimated product space maps. The authors illustrate the advantages of the proposed approach with real and simulated data. They also make comparisons to both internal and external deterministic models. The results are favorable.
Journal of Marketing Research © 1995 American Marketing Association