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Erschienen in:
2014 | OriginalPaper | Buchkapitel
Evaluating the Effect of New Brand by Asymmetric Multidimensional Scaling
verfasst von : Akinori Okada, Hiroyuki Tsurumi
Erschienen in: Analysis and Modeling of Complex Data in Behavioral and Social Sciences
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Abstract
Brand switching data among potato snacks are analyzed to evaluate a new brand. The brand switching matrix among existing brands is analyzed by asymmetric multidimensional scaling. The analysis shows the outward and the inward tendencies of existing brands, which tell the strength of switching from the corresponding brand to the other brands and the strength of switching to the corresponding brand from the other brands respectively. The inward tendency of a new brand is estimated by analyzing the brand switching data from the existing brands to the new brand obtained soon after its introduction based on the outward tendency of existing brands. The estimated inward tendency of the new brand is compared with those derived by analyzing the brand switching matrix including the new brand obtained 2 months after the introduction of the new brand. The comparison shows the estimated inward tendency is similar to the actually derived one.