Methodology: Scaling Product Characteristics

Jeffrey James

Chapter 3 in Consumer Choice in the Third World, 1983, pp 44-63 from Palgrave Macmillan

Abstract: Abstract The analysis of the influence of advertising on choice in the following chapters is developed broadly in two stages. The first of these is concerned to discover the characteristics which, according to the sample survey of consumers, best differentiate between a group of competing brands, as well as how the characteristics themselves are perceptually interrelated. In the second stage the extent to which these perceived differences between characteristics are systematically related to advertising is analysed, among other means, by comparing them, where perceived characteristics are measurable, with the actual differences according to objective tests. This chapter deals with the methodological problems of the first of these stages — with the problems, that is, of how the perception of product characteristics by individuals is to be measured and analysed. Resolution of these measurement difficulties is the essential first step in the exercise as a whole.

Keywords: Multidimensional Scaling; Product Characteristic; Consumer Choice; Ratio Scale; Interval Scale (search for similar items in EconPapers)
Date: 1983
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-06109-9_4

Ordering information: This item can be ordered from
http://www.palgrave.com/9781349061099

DOI: 10.1007/978-1-349-06109-9_4

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().