- Author
- Sagan Adam
- Title
- Skalowanie we współczesnych badaniach marketingowych - kierunki i dylematy rozwoju
Scaling in Contemporary Marketing Research - Source
- Prace Naukowe Akademii Ekonomicznej we Wrocławiu, 2000, nr 852, t. 2, s. 467-478
- Issue title
- Marketing - przełom wieków : paradygmaty, zastosowania : materiały kongresowe, Jelenia Góra, 24-27 września 2000 r. T. 2
- Keyword
- Badania marketingowe, Metody badań marketingowych, Analiza wielowymiarowa, Skalowanie wielowymiarowe, Materiały konferencyjne
Marketing research, Marketing research methods, Multi-dimensional analysis, Multidimensional scaling, Conference materials - Note
- summ.
- Abstract
- Na wstępie wyróżniono trzy podstawowe sposoby rozumienia pojęcia skali w badaniach marketingowych. Następnie omówiono takie metody skalowania jak: metoda wielorakiej analizy korespondencji oraz metoda skalowania wielowymiarowego.
The paper presents the main directions, assumptions and problems in using of scaling in marketing research. Special attention is drawn to two important methods in multidimensional scaling. First, optimal or dual scaling based on correspondence analysis is connected with nominal level of measurement. Second, classical multidimensional scaling is connected with ordinal level of measurement. (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
The Main Library of the Wroclaw University of Economics - Bibliography
-
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- D. Carroll, P. Green, Psychometric Methods in Marketing Research: Part II, Multidimensional Scaling, "Journal of Marketing Research" 1997 nr 34.
- D. MacKay, J. Zinnes, A Probabilistic Model Multidimensional Unfolding: An Anisotropic Model for Preference Ratio Judgements, "Journal of Mathematical Psychology" 1995 nr 39.
- M. Bendixen, М. Sandler, Converting Verbal Scales to Interval Scales Using Correspondence Analysis, "Management Dynamics: Contemporary Research" 1995 nr 1.
- M. Bendixen. A Practical Guide to the Use of Correspondence Analysis in Marketing Research., Marketing Research on Line" 1996 nr 1.
- M. Greenacre, Correspondence Analysis in Practice, Academic Press, 1993.
- S. Nishishato, Analysis of Categorical Data: Dual Scaling and its Applications, University Press Toronto, 1980.
- S. Winsberg, G. De Soete, A Latent Class Approach to Fitting the Weighted Euclidean Model CLASCAL, "Psychometrica" 1993 nr 58.
- W. De Sarbo, A. Manrai, A New Multidimensional Scaling Methodology for the Analysis of Asymetric Proximity Data in Marketing Research, "Marketing Science" 1992 nr 11.
- W. De Sarbo, A. Manrai, L. Manrai, Latent Class Multidimensional Scaling. A Review of Recent Developments in the Marketing and Psychometric Literature, [w:] Advanced Methods of Marketing research, ed. R. Bagozzi, Blackwell, 1998.
- Cited by
- ISSN
- 0324-8445
- Language
- pol
