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Preference mapping of conjoint-based profiles: An INDSCAL approach

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Abstract

This article describes an approach in which conjoint methodology and multidimensional scaling can be fruitfully applied, in tandem, to the measurement and representation of preference data for factorially designed profiles. The approach is described and applied to an illustrative data set. We conclude the article with a brief discussion of possible extensions of the approach and additional research needs.

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Authors and Affiliations

  1. AT&T Bell Laboratories, USA

    J. Douglas Carroll

  2. Wharton School, University of Pennsylvania, Pennsylvania, USA

    Paul E. Green & Jinho Kim

Authors
  1. J. Douglas Carroll
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  2. Paul E. Green
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  3. Jinho Kim
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AT&T Bell Laboratories

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Carroll, J.D., Green, P.E. & Kim, J. Preference mapping of conjoint-based profiles: An INDSCAL approach. JAMS 17, 273–281 (1989). https://doi.org/10.1007/BF02726638

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