Multidimensional scaling and related techniques in marketing analysis

203 p.This book deals with multidimensional scaling and related techniques, a relatively new, computer-based methodology for analyzing marketing behavior. Although the technique as described by Green and Carmone applies to marketing situations, the underlying theories were originally formulated in the behavioral sciences. MSI has for several years sponsored the authors' research into multidimensional scaling and is pleased to be able to make available a synthesis of the results of this effort to date. One of the leading theorists in the scaling field, J. Douglas Carroll of Bell Telephone Laboratories, has commented: "Dr. Green and his students and colleagues ... have most carefully and systematically explained virtually all facets of the methodology as it is related to the marketing area.... Their work is playing a vital role in establishing the groundwork for an approach that promises, in time, to realize the full potential of their scaling methods in the marketing area. I believe, too, that their work has already demonstrated important practical applications." It is one of MSI's primary objectives to support investigations into new methods. The results of careful and thorough evaluation of theories, which have been tested on a pilot scale, are then published by MSI for the use of marketing practitioners and educators. I hope that the findings of Green and Carmone will stimulate further research into the applicability of scaling methods in marketing as well as other areas of applied behavioral science. It has been a source of great satisfaction for MSI to contribute to the publication of a work that should provide a valuable new tool for the marketing community