Summary
In the past years two-mode clustering methods were applied to marketing subjects in order to represent relevant marketing information. The clustering methods just mentioned can be roughly divided into methods using grand matrices and other methods, such as the centroid-effect-method or the GENNCLUS-algorithm. This paper focusses another way of constructing a grand matrix from recall and recognition data. Using the grand matrix the well-known one-dimensional clustering methods can be applied to gain more detailed information about cognitive communication effects in advertising research.
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© 1997 Springer-Verlag Berlin Heidelberg
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Schwaiger, M. (1997). Two-Mode Classification in Advertising Research. In: Klar, R., Opitz, O. (eds) Classification and Knowledge Organization. Studies in Classification, Data Analysis, and Knowledge Organization. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-59051-1_63
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DOI: https://doi.org/10.1007/978-3-642-59051-1_63
Publisher Name: Springer, Berlin, Heidelberg
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