Preference mapping of conjoint-based profiles: An INDSCAL approach
J. Douglas Carroll, Paul E. Green, Jinho Kim
Journal of the Academy of Marketing Science · 1989 · Volume 17 · Issue 4
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.
Keywords
Multidimensional Scaling, Ideal Point, Preference Mapping, Attribute Level, Conjoint Analysis
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