Analysis of Similarity and Preference Data

  • Hubert Gatignon


Similarity data in management research are typically collected in order to understand the underlying dimensions determining perceptions of stimuli such as brands or companies. One advantage of such data is that it is cognitively easier for respondents to provide subjective assessments of the similarity between objects than to rate these objects on a number of attributes which they may not even be aware of. Furthermore, when asking respondents to rate objects on attributes, the selection of the attributes proposed may influence the results while, in fact, it is not clear that these attributes are the relevant ones.


Multidimensional Scaling Ideal Point Input File Vector Model Preference Data 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Springer Science+Business Media, LLC 2010

Authors and Affiliations

  1. 1.INSEAD, The Business School for the WorldFontainebleau CedexFrance

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