ISSN:
1745-459X
Source:
Blackwell Publishing Journal Backfiles 1879-2005
Topics:
Chemistry and Pharmacology
,
Process Engineering, Biotechnology, Nutrition Technology
Notes:
Evaluations of multiple products in a category proceed with two different, unstated objectives, and two distinct analytic approaches. The first objective is to “map” the category - viz., to put the products in a category onto some type of geometrical map with the property that products lying close to each other on the map share aspects in common. Researchers use mapping to identify which products compete with each other, as well as to discover whether or not there exist in the category unfilled “holes” that have promise. Researchers use modeling, in contrast, to identify the salient dimensions along which consumers differentiate products in the category. Modeling assumes that the researcher will create a relation between two or more attributes in the category. The analysis generates equations (or even only correlations) rather than maps. Mapping and modeling are complementary, yet often one approach is used to the exclusion of the other because of internal biases and points of view held by the researcher. This paper shows how the two are used, and how they can be integrated to create a more powerful analytic approach.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1111/j.1745-459X.1994.tb00250.x
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