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Author
Mynarski Stefan (Akademia Ekonomiczna w Krakowie / Wydział Zarządzania)
Title
Skalowanie wielowymiarowe cech produktów w badaniach marketingowych
Multidimensional Scaling Technique in Marketing Studies on Product Properties
Source
Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie, 1990, nr 324, s. 5-17, rys.
Issue title
Prace z zakresu analizy rynku i badań marketingowych
Keyword
Skalowanie wielowymiarowe, Skalowanie cech produktu, Badania marketingowe
Multidimensional scaling, Scale feature product, Marketing research
Note
rez., summ.
Abstract
W niniejszym artykule przedstawiono użyteczność metod skalowania wielowymiarowego w badaniach marketinowych cech produktu rynkowego. Użyteczność tych metod jest niewątpliwie duża i powinna zachęcać do ich stosowania w praktyce badań marketingowych.

One of the most popular and useful methods used in marketing studies, namely the multidimensional scaling technique, is presented. It is used for testing quality properties of traded goods on the basis of which the decision of choice is taken. The essence of multidimensional scaling resolves itself into finding on a large set of interdependent and not very significant properties, a small number of independent, hidden main factors which differentiate given elements. The results are usually presented by means of so-called perceptive maps which are the most spectacular effects of the multidimensional scaling technique. In order to exemplify the practical usefulness of the method, the results of its application for valuation of properties of home and foreign-made cars have been presented. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
Bibliography
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  1. Z. Piasecki, Analiza czynnikowa, metoda Hotellinga, PWN, Warszawa 1969.
  2. E. Segger, Testing Persuasion by Strategic Positioning "Journal of Advertising Research", Vol. 22, No 1, February/March 1982, s.41.
  3. S. Mynarski, A New Approach to Multidimensional Scaling in Marketing Research, University of Tilburg 1988.
Cited by
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ISSN
0208-7944
Language
pol
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