Abstract
This paper discusses the experiences gained in conducting a variety of pilot-level applications of multi-dimensional scaling studies in buyer perceptions and evaluations of products and services. One study, dealing with expert vs. non-expert judgements of print advertisements, is examined in some detail as an illustration of the methodology. The paper concludes with a discussion of the major problems-computational, substantive and philosophical-which remain for further research and future developments likely to occur in application of the methodology.
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†Professor of Marketing, University of Pennsylvania, and Lecturer in Economics, University of Waterloo, respectively.
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Green, P., Carmone, F. Marketing Research Applications of Non-metric Scaling Methods. J Oper Res Soc 21 (Suppl 1), 73–96 (1970). https://doi.org/10.1057/jors.1970.8
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DOI: https://doi.org/10.1057/jors.1970.8