A NEW STOCHASTIC MULTIDIMENSIONAL UNFOLDING MODEL FOR THE INVESTIGATION OF PAIRED COMPARISON CONSUMER PREFERENCE/CHOICE DATA

This paper presents the development of a new stochastic multidimensional (scaling) unfolding (Coombs 1964) methodology which operates on paired comparison consumer preference or choice data and renders a spatial representation of both consumers and the products or brands they choose. Consumers are represented as ideal points and products as points in a rdimensior al space, where the Euclidean distance between the product points and the consumer ideal pail ts provide information as to the utility of such products to these consumers. The econometric a ~ d psychometric literature concerning related models which also operate on such paired comparisol.s data is reviewed, and a technical description of the new methodology is provided. To illustrate tl e versatility of the model, a small application measuring consumer preference for severa! actu. 1 brands of over-the-counter analgesics, utilizing one of the optional reparametrized models, is described. Finally, future areas of further research are identified. * Wayne S. DeSarbo is the Howard and Judy Berkowitz Associate Professor of Marketing