Skip to main content
Log in

Analytische Modelle zur Unterstötzung von Positionierungsentscheidungen—Versuch einer Bestandsaufnahme

der markt

Zusammenfassung

Die im vorliegenden Beitrag angeföhrten Modelle versuchen, Relationen zwischen (konkurrierenden) Leistungsangeboten und/oder potentiellen Leistungs-Nachfragern aus Abnehmersicht abzubilden und als Informationsgrundlage för strategische Marketing-Entscheidungen aufzubereiten. Dabei gelangen die verschiedensten Prozeduren der Daten-sarnmlung,-Verdichtung und -anordnung zum Einsatz-Mit den meßtechnischen Unterschieden korrespondieren mehr oder weniger voneinander abweichende Aussagensysteme und Annahmen öber das empirische Relativ.

Nach langjähriger Konzentration der Forschungsbemöhungen auf die Operationalisierungs-und Validierungsschwierigkeiten von theoretischer Konstrukte diverser Verhaltensmodelle sowie den damit verbundenen meßtechnischen Implikationen kann bei der Durchsicht einschlägiger Literaturquellen eine verstärkte Aufmerksamkeit an den einer direkten Messung zugänglichen Kaufverhaltensgrößen (insbes. Markenwechseldaten) festgestellt werden.

Diese nicht zuletzt wohl auch auf die technischen Erleichterungen (Scanner-Daten, Single-Source-Verknöpfungen, etc.) im Bereich der Datensammlungsmethoden von Panelerhebungen zuröckzuföhrende Entwicklung schlägt sich in einem „steigenden Bedarf“ an leistungsfähigen meßtechnischen Modellen der Datenmanipulation nieder, die möglichst geringe Anspröche an die nicht selten lediglich dichotomen Differenzierungen in der empirischen Basis stellen.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Verwendete Literatur

  • Abell, D.A./Hammond, J.S. (1979): Strategic Market Planning. Problems and Analytical Approaches. Englewood Cliffs, New Jersey.

    Google Scholar 

  • Albers, S./Brockhoff, K. (1977): A Procedure for New Product Positioning in an Attribute Space. In: European Journal of Operational Research, Vol. 1, S. 230–238.

    Article  Google Scholar 

  • Anderson, J.A (1982): Logistic Discrimination. In: Krishnaiah, P.R./Kanal, L.N. (eds.): Handbook of Statistics, Vol. 2: Classification Pattern Recognition and Reduction of Dimensionality. Amsterdam u.a., S. 169–191.

  • Ansoff, H.J./Hayes, R.L. (1976): Introduction. In: Ansoff, H. jyDeclerck, R.PVHayes, R.L. (Hrsg.): From Strategic Planning to Strategic Management. London u.a. Arabie, P./Carroll. J.D. (1980): MAPCLUS: A

  • Mathematical Programming Approach to Fitting the ADCLUS Model. In: Psychometrika, Vol. 45, S. 211–235.

  • Arabie, P./Carroll. J.D./DeSarbo, W./Wind, J. (1981): Overlapping Clustering: A New Method for Product Positioning. In: Journal of Marketing Research, Vol. 18. S. 310 -317.

    Article  Google Scholar 

  • Bauer, E. (1976): Markt-Segmentierung als Marketing-Strategie. Berlin.

  • Bishop, Y.M.M./Fienberg. S.E/Holland, P.W. (1975): Discrete Multivariate Analysis: Theory and Practice. Cambridge, Massachusetts.

    Google Scholar 

  • Bloxom, B. (1984): Tucker’s Three-Mode Factor Analysis Model. In: Law, H.G./Snyder, C.W.jr/Hattie, J.A./McDonald, R.P. (eds.): Research Methods for Multimode Data Analysis. New York u.a., S. 104–121.

  • Bock, H.H. (1979): Clusteranalyse mit unscharfen Partitionen. In: Bock, H.H. (Hrsg.): Klassifikation und Erkenntnis III. Frankfurt, S. 137–163.

  • Bourgeois, J.C/Haines, G.H./Sommers, M.S. (1981): Product/Market Structure: Problems and Issues. In: Srivastava, R.K./Shocker, A.D. (eds.): Analytic Approaches to Product and Market Planning: The Second Conference. Cambridge, MA, S. 79–116.

  • Brockhoff, K./Rehder. H. (1978): Analytische Planung von Produkten im Raum der Produkteigenschaften. In: Topritzhofer, E. (Hrsg.): Marketing. Neue Ergebnisse aus Forschung und Praxis. Wiesbaden, S. 327–349.

  • Broffitt, J.D. (1982): Nonparametric Classification. In: Krishnaiah, P.RVKanal, L.N. (eds.): Handbook of Statistics, Vol. 2: Classification Pattern Recognition and Reduction of Dimensionality. Amsterdam u.a., S. 139–168.

  • Böyökkurt, B.K./Böyökkurt, M.D. (1990): Robustness and Small-Sample Properties of the Estimators of Probabilistic Multidimensional Scaling (PROSCAL). In: Journal of Marketing Research, Vol. 27, S. 139–149.

    Article  Google Scholar 

  • Carroll, J.D. (1980): Models and Methods for Multidimensional Analysis of Preferential Choice (or Other Dominance) Data. In: Lantermann, E.D./Feger, H. (eds.): Similarity and Choice. Bern, Wien, S. 234–289.

    Google Scholar 

  • Carroll, J-D./Arabie, P. (1983): INDCLUS: An Individual Differences Generalization of the ADCLUS Model and the MAPCLUS Algorithm. In: Psychometrika, Vol. 48, S. 157–169.

    Article  Google Scholar 

  • Carroll, J.D./Chang, J. J. (1970): Analysis of Individual Differences in Multidimensional Scaling Via an N-Way Generalization of „Eckart-Young“ Decomposition. In: Psychometrika, Vol. 35, S. 283–319.

    Article  Google Scholar 

  • Carroll. J.D./Green, P.E. (1988): An INDSCAL-Based Approach to Multiple Correspondence Analysis. In: Journal of Marketing Research, Vol. 25, S. 193–203.

    Article  Google Scholar 

  • Carroll, J.D./Green, P.E. /Schaffer, C.M. (1986): point Distance Comparisons in Correspondence Analysis. In: Journal of Marketing Research, Vol. 23, S. 271–280.

    Article  Google Scholar 

  • Carroll, J.D./Pruzansky,S.(1984):TheCANDECOMP-CANDELINC Family of Models and Methods for Multidimensional DataAnalysis. In: Law, H.G./Snyder, C.W.jr./Hattie, J.AyMcDonald, R.P. (eds.): Research Methods for Multimode Data Analysis. New York u.a., S. 372–402.

  • Carroll, J.D./Pruzansky, S./Kruskal, J.B. (1980): CANDELINC: A General Approach to Multi-dimensional Analysis of Many-Way Arrays With Linear Constraints on Parameters. In: Psychometrika, Vol. 45, S. 3–24.

    Article  Google Scholar 

  • Cattin, P./Wittink, D.R. (1982): Commercial Use of Conjoint Analysis: A Survey. In: Journal of Marketing, Vol. 46, S. 44–53.

    Article  Google Scholar 

  • Christofferson, A. (1977): Two-Step Weighted Least Squares Factor Analysis of Dichotomized Variables. In: Psychometrika, Vol. 42, S. 433–438.

    Article  Google Scholar 

  • Colombo, R.A./Morrison, D.G. (1989): A Brand Switching Model With Implications for Marketing Strategies. In: Marketing Science, Vol. 8, S. 89–99.

    Article  Google Scholar 

  • Cooley, W.W./Lohnes, P.R. (1971): Multivariate Data Analysis. Malabar, Florida.

    Google Scholar 

  • Day, G.S./Shocker, A.D./Srivastava, R.K. (1979): Customer-Oriented Approaches to Identivying Product-Markets. In: Journal of Marketing, Vol. 43, S. 8–19.

    Article  Google Scholar 

  • DeLeeuw, JVHeiser, W. (1982): Theory of Multi-dimensional Scaling. In: Krishnaiah, P.RVKanal, L.N. (eds.): Handbook of Statistics, Vol. 2: Classification Pattern Recognition and Reduction of Dimensionality. Amsterdam u.a., S. 285–316.

  • DeSarbo, W.S. (1982): GENNCLUS: New Models for General Nonhierarchical Clustering Analysis. In: Psychometrika, Vol. 47, S. 449–476.

    Article  Google Scholar 

  • DeSarbo, W.S./DeSoete, G. (1984): On the Use of Hierarchical Clustering for the Analysis of Nonsymmetric Proximities. In: Journal of Consumer Research, Vol. 11, S. 601–610.

    Article  Google Scholar 

  • DeSarbo, W.S./Hotfman, D.L. (1987): Constructing MDS Joint Spaces from Binary Choice Data: A Inter-Multidimensional Unfolding Threshold Model for Marketing Research. In: Journal of Marketing Research, Vol. 24, S. 40–54.

    Article  Google Scholar 

  • DeSarbo, W.S./Rao, V.R. (1986): A Constrained Unfolding Methodology for Product Positioning. In: Marketing Science, Vol. 5, S. 1–19.

    Article  Google Scholar 

  • Dichtl, E./Schobert, E. (1979): Mehrdimensionale Skalierung. Methodische Grundlagen und betriebswirtschaftliche Anwendungen. Mönchen.

  • Dillon, W.R./Goldstein. M./Schiffman. L.G. (1978): Appropriateness of Linear Discriminant and Multinomial Classification Analysis in Marketing Research. In: Journal of Marketing Research, Vol. 15, S. 103–112.

    Article  Google Scholar 

  • Dorffner, G. (1991): Konnektionismus. Von neuronalen Netzwerken zu einer „natörlichen“ Kl. Stuttgart.

  • Elrod. T. (1988): Choice Map: Inferring A Product-Market Map from Panel Data. In: Marketing Science, Vol. 7, S. 21–40.

    Article  Google Scholar 

  • Fahrmeir. L/Häußler, W./Tutz, G. (1984): Diskriminanzanalyse. In: Fahrmeier, L/Hamerle, A. (Hrsg.): Multivariate statistische Verfahren. Berlin, New York, S. 301–370.

  • Frank, R.E./Massy, W.F./Wind, Y. (1972): Market Segmentation. Englewood Cliffs, New Jersey.

    Google Scholar 

  • Fraser, C./Bradford, J.W. (1983): Competitive Market Structure Analysis. Principal Partitioning of Revealed Substitutabilities. In: Journal of Consumer Research, Vol. 10, S. 15–30.

    Article  Google Scholar 

  • Fréter, H. (1983): Marktsegmentierung. Stuttgart u.a.

  • Gigerenzer, G. (1981): Messung und Modellbildung in der Psychologie. Mönchen, Basel.

  • Green, P.E. (1978): An AID/Logit Procedure for Analyzing Large Multiway Contingency Tables. In: Journal of Marketing Research, Vol. 15, S. 132 -136.

    Article  Google Scholar 

  • Green, P.E./Carmone, F.J. (1970): Multidimensional Scaling and Related Techniques in Marketing Analysis. Boston.

  • Green, P.E./Carmone, F.J./Watchspress, D.P. (1976): Consumer Segmentation via Latent Class Analysis. In: Journal of Consumer Research, Vol. 3, S. 170–174.

    Article  Google Scholar 

  • Green, P.E./Carroll, J.D./Goldberg, S.M. (1981): A General Approach to Product Design Optimization via Conjoint Analysis. In: Journal of Marketing, Vol. 45, S. 17–37.

    Article  Google Scholar 

  • Green, P.E./Krieger, A.M. (1989): Recent Contributions to Optimal Product Positioning and Buyer Segmentation. In: European Journal of Operational Research, Nr. 41, S. 127–141.

  • Green, P.E./Rao, V.R. (1972): Applied Multidimensional Scaling. A Comparison of Approaches and Algorithms. New York.

  • Green, P.E./Srinivasan, V. (1978): Conjoint Analysis in Consumer Research: Issues and Outlook. In: Journal of Consumer Research, Vol. 5, S. 103–123.

    Article  Google Scholar 

  • Green, P.E./Srinivasan, V. (1990): Conjoint Analysis in Marketing: New Developments With Implications for Research and Practice. In: Journal of Marketing, Vol. 54, S. 3–19.

    Article  Google Scholar 

  • Green, P.E./Wind, Y./Claycamp, H.J. (1975): Brand-Features Congruence Mapping. In: Journal of Marketing Research, Vol. 12. S. 306–313.

    Article  Google Scholar 

  • Griffin, M./Attaway, J.S./Babin, B.J. (1991): Conjoint Analysis in Academic Research: A Survey of Marketing Literature. In: AMA Educators’ Proceedings. Enhancing Knowledge Development in Marketing, Vol. 2. Chicago, S. 683–692.

    Google Scholar 

  • Grover, R./Srinivasan, V. (1987): A Simultaneous Approach to Market Segmentation and Market Structuring. In: Journal of Marketing Research, Vol. 24, S. 139–153.

    Article  Google Scholar 

  • Hamerle, A./Pape, H. (1984): Grundlagen der mehrdimensionalen Skalierung. In: Fahrmeier, L./Hamerle, A. (Hrsg.): Multivariate statistische Verfahren. Berlin, New York, S. 663–688.

  • Hamerle, A./Tutz, G. (1984): Zusammenhangsanalysen in Mehrdimensionalen Kontingenztabellen — das loglineare Modell. In: Fahrmeier, L/Hamerle, A. (Hrsg.): Multivariate statistische Verfahren. Berlin, New York. S. 473–574.

  • Harman, H.H. (1976): Modem Factor Analysis. 3. Auflage, Chicago u.a.

  • Harshman, RA/Lundy, M.E (1984): The PARAFAC Model for Three-Way Factor Analysis and Multi-dimensional Scaling. In: Law, H.G./Snyder, C.W.jr./ Hattie, J.A./McDonald. R.P. (eds.): Research Methods for Multimode Data Analysis. New York u.a., S. 122-215.

  • Hasitschka, W./Hruschka, H. (1982): Nonprofit-Marketing. Mönchen.

  • Hauser, J.R./Koppelman, F.S. (1979): Alternative Perceptual Mapping Techniques: Relative Accuracy and Usefulness. In: Journal of Marketing Research, Vol. 16, S. 495–506.

    Article  Google Scholar 

  • Hauser, J.R./Urban, G. (1977): A Normative Methodology for Modeling Consumer Response to Innovations. In: Operations Research, Vol. 25, S. 579–619.

    Article  Google Scholar 

  • Hertz, J./Krogh. A./Palmer, R.G. (1991): Introduction to the Theory of Neural Computation. Reading, Massachusetts u.a.

  • Hoffman, D.L/Franke, G.R. (1986): Correspondence Analysis: Graphical Representation of Categorical Data in Marketing Research. In: Journal of Marketing Research, Vol. 23, S. 213–227.

    Article  Google Scholar 

  • Holbrook, M./Moore, W./Winer, R.S. (1982): Constructing Joint Spaces from Pick-Any Data: A New Tool for Consumer Analysis. In: Journal of Consumer Research, Vol. 9, S. 99 -105.

    Article  Google Scholar 

  • Hruschka, H. (1985): Abgrenzung und Segmentierung von Märkten auf der Grundlage unscharfer Klassifikationsverfahren. Thun, Frankfurt a. M.

  • Hruschka, H. (1986): Market Definition and Segmentation Using Fuzzy Clustering Methods. In: International Journal of Research in Marketing, Vol. 3.S. 117–134.

    Article  Google Scholar 

  • Hruschka, H. (1991): Einsatz könstlicher neuraler Netzwerke zur Datenanalyse im Marketing. In: Marketing ZFP, 13. Jg., S. 217–225.

    Google Scholar 

  • Hruschka, H./Natter, M. (1992): Using Neural Networks for Clustering-Based Market Segmentation, Forschungsbericht/Research Memorandum No. 307. IHS, Wien.

  • Hruschka, H./Natter, M. (1993): Analyse von Marktsegmenten mit Hilfe konnexionistischer Modelle. In: Zeitschrift för Betriebswirtschaft, 63. Jg., S. 425–442.

    Google Scholar 

  • Huber, J./Holbrook, M.B. (1979): Using Attribute Ratings for Product Positioning: Some Distinctions Among Compositional Approaches. In: Journal of Marketing Research, Vol. 6, S. 507–515.

    Article  Google Scholar 

  • Isaac, P.D./Poor, D.D.S. (1974): On the Determination of Appropriate Dimensionality in Data With Error. In: Psychometrika, Vol. 39, S. 91 -109.

    Article  Google Scholar 

  • Jain, D./Bass, F.M./Chen, Y.-M. (1990): Estimation of Latent Class Models With Heterogeneous Choice Probabilities: An Application to Market Structuring. In: Journal of Marketing Research, Vol. 27, S. 94–101.

    Article  Google Scholar 

  • Jain, A.K./Etgar, M. (1976): Measuring Store Image Through Multidimensional Scaling of Free Response Data. In: Journal of Retailing, Vol. 52, S. 61–70.

    Google Scholar 

  • Johnson, R.M. (1971): Market Segmentation. A Strategic Management Tool. In: Journal of Marketing Research, Vol. 8, S. 13–18.

    Article  Google Scholar 

  • Johnson, M.D./Lehmann. D.R./Fornell, C./Home, D.R. (1992): Attribute Abstraction, Feature-Dimensionality, and the Scaling of Product Similarities. In: International Journal of Research in Marketing, Vol. 9, S. 131 -147.

    Article  Google Scholar 

  • Kamakura. W.A./Russell, G.J. (1989): A Probabilistic Choice Model for Market Segmentation and Elasticity Structure. In: Journal of Marketing Research, Vol. 26, S. 379–390.

    Article  Google Scholar 

  • Kamakura, W.A./Srivastava, R.K. (1986): An Ideal-Point Probabilistic Choice Model for Heterogeneous Preferences. In: Marketing Science. Vol. 5, S. 199–218.

    Article  Google Scholar 

  • Kaufmann, H./Pape, H. (1984): Clusteranalyse. In: Fahrmeier, L./Hamerle, A. (Hrsg.): Multivariate statistische Verfahren. Berlin, New York, S. 371–472.

  • Keon, J.W. (1983): Product Positioning: TRINODAL Mapping of Brand Images, Ad Images, and Consumer Preference. In: Journal of Marketing Research, Vol. 20, S. 380–392.

    Article  Google Scholar 

  • Klahr, D. (1969): A Monté Carlo Investigation of the Statistical Significance of Kruskal’s Non-metric Scaling Procedure. In: Psychometrika, Vol. 34, S. 319–330.

    Article  Google Scholar 

  • Kotier, Ph. (1982): Marketing-Management. Anatyse, Planung und Kontrolle. 4. Auflage, Stuttgart.

  • Kroonenberg, P.M. (1984): Three-Mode Principal Component Analysis: Illustrated with an Example from Attachment Theory. In: Law, H.G./Snyder, C. W.jr./Hattie, JA/McDonald, R.P. (eds.): Research Methods for Muitimode Data Analysis. New York u.a., S. 64–103.

  • Kruskal, J.B., Shepard, R.N. (1974): A Nonmetric Variety of Linear Factor Analysis. In: Psychometrika, Vol.39, S. 123-157.

  • Kruskal, J.B./Wish, M. (1978): Multidimensional Scaling. Beverly Hills, London.

    Google Scholar 

  • Kumar, A./Sashi, C.M. (1989): Confirmatory Analysis of Aggregate Hierarchical Market Structures: Inferences From Brand Switching Behavior. In: Journal of Marketing Research, Vol. 26, S. 444–453.

    Article  Google Scholar 

  • Langeheine, R. (1980): Log-lineare Modelle zur multivariaten Analyse qualitativer Daten. Eine Einföhrung. Mönchen.

  • Lattin, J.M./McAlister, L. (1985): Using a Variety-Seeking Model to Identify Substitute and Complementary Relationships Among Competing Products. In: Journal of Marketing Research, Vol. 22, S. 330 -339.

    Article  Google Scholar 

  • Lilien, G.L./Kotler, Ph. (1983): Marketing Decision Making: A Model-Building Approach. New York.

  • Lilien, G.L/Kotler, Ph./Moorthy, K.S. (1992): Marketing Models. Englewood Cliffs, New Jersey.

    Google Scholar 

  • MacKay. D.B./Zinnes, J.L. (1986): A Probabilistic Model for the Multidimensional Scaling of Proximity and Preference Data. In: Marketing Science, Vol. 5, S. 325–344.

    Article  Google Scholar 

  • MacLachlan, D.L./Johansson, J.K. (1979): Segmentation with Multiple Criterion Variables. In: Montgomery, D.B./Wittink, D.R. (eds.): Market Measurement and Analysis. Cambridge, Massachusetts. S. 464–479.

  • Mahajan, V./Jain, A.K. (1978): An Approach to Normative Segmentation. In: Journal of Marketing Research, Vol. 15, S. 338–245.

    Article  Google Scholar 

  • Malhotra, N.K./Jain, A.K./Pinson, Ch. (1988): The Robustness of MDS Configurations in the Case of Incomplete Data.In: Journal of Marketing Research, Vol. 25, S. 95–102,

    Article  Google Scholar 

  • Masson, E./Wang, Y.-J. (1990): Introduction to Computationand Learning in Artificial Neural Networks. In: European Journal of Operational Research, Vol. 47, S. 1–28.

    Article  Google Scholar 

  • Mazanec, J. (1974): Zur Problemlösungskapazität von Positionierungmodellen. Teil II. In: Der Markt, Nr. 49, S. 17–28.

  • Mazanec, J. (1978): Strukturmodelle des Konsumverhaltens. Empirische Zugänglichkeit und praktischer Einsatz zur Vorbereitung absatzwirtschaftlicher Positionierung- und Segmentierungsentscheidungen. Wien.

  • Mazanec, J. (1992): Classifying Tourists into Market Segments: A Neural Network Approach. In: Journal of Travel & Tourism Marketing, Vol. 1, S. 39–59.

    Article  Google Scholar 

  • Mazanec, J./Porzer, P./Wiegele, O. (1976): Präferenzmessung im mehrdimensionalen Einstellungsraum: Eine empirische Studie zur externen Präferenz-Skalierung. In: Der Markt, Nr. 57, S. 1–12.

  • Mazanec, J./Wiegele, O.J. (1977); Zum praktischen Einsatz von Positionierungsmodellen in der Produktpolitik. In: Köhler, R./Zimmermann, H.-J. (Hrsg.): Entscheidungshilfen im Marketing. Stuttgart, S. 46–60.

  • Mooijaart, A. (1982): Latent Structure Analysis for Categorical Variables. In: Jöreskog, K.G./Woid, H. (eds.): Systems Under Indirect Observation, Part I. Amsterdam u.a., S. 1–18.

  • Moore, W.L./Winer, R.S. (1987): A Panel-Data Based Method for Merging Joint Space and Market Response Function Estimation. In: Marketing Science, Vol. 6, S. 25–42.

    Article  Google Scholar 

  • Muthén, B. (1982): Some Categorical Response Models With Continuous Latent Variables. In: Jöreskog, K.G./Wold, H. (eds.): Systems Under Indirect Observation, Part I. Amsterdam u.a., S. 65–79.

  • Novak, T.P. (1993): Log-Linear Trees: Models of Market Structure in Brand Switching Data. In: Journal of Marketing Research, Vol. 30, S. 267–287.

    Article  Google Scholar 

  • Ost, F. (1984): Faktorenanalyse. In: Fahrmeier,L. ./Hamerle, A. (Hrsg.): Multivariate statistische Verfahren. Berlin, New York, S. 575–662.

  • Percy, L.H. (1975): Multidimensional Unfolding of Profile Data: A Discussion and Illustration With Attention to Badness-of-Fit. In: Journal of Marketing Research, Vol. 12, S. 93–99.

    Article  Google Scholar 

  • Pessemier, E-A./Root, P. (1973): The Dimensions of New Product Planning. In: Journal of Marketing, Vol. 37, S. 10–18.

    Article  Google Scholar 

  • Pessemier, E.A. (1977): Product Management. Strategy and Organization. Santa Barbara u.a.

  • Pruzansky. S./Tversky, A./Carroll, J.D. (1982): Spatial Versus Tree Representations of Proximity Data. In: Psychometrika, Vol. 47, S. 3–24.

    Article  Google Scholar 

  • Punj, C./Stewart. D.W. (1983): Cluster Analysis in Marketing Research: Review and Suggestions for Application. In: Journal of Marketing Research, Vol. 20. S. 134–148.

    Article  Google Scholar 

  • Ramaswamy, V./DeSarbo, W.S. (1990): SCULPTRE: A New Methodology for Deriving and Analysing Hierarchical Product-Market Structures From Panel Data. In: Journal of Marketing Research. Vol. 27, S. 418–427.

    Article  Google Scholar 

  • Rao, V.R./Sabavala, D.J. (1981): Inferences of Hierarchical Choice Processes From Panel Data. In: Journal of Consumer Research, Vol. 8, S. 85–96.

    Article  Google Scholar 

  • Rao, V.R./Sabavala, DJ ./Zahorik, A. J. (1981): Market Structure Analysis Using BrandSwitching Data: A Comparison of ClusteringTechniques. In: Srivastava, R.KVShocker, A.D. (eds.): Analytic Approaches to Product and Market Planning: The Second Conference. Cambridge, MA, S. 17–25.

  • Rehder, H.K.K. (1975): Multidimensional Produktmarktstrukturierung. Theorie und Anwendung auf einen Produktmarkt. Meisenheim am Glan.

  • Reutterer, Th. (1992): Positionierungsmodelle im strategischen Einzelhandels-Marketing. Theoretische Grundlegung und praktischer Einsatz. Diplomarbeit am Institut för Absatzwirtschaft, Wirtschaftsuniversität Wien.

  • Schneeweiß, H. (1990): Ökonometrie. 4. Auflage, Heidelberg.

  • Schreyögg, G. (1984): Unternehmensstrategie. Grundfragen einer Theorie strategischer Unternehmensföhrung. Berlin, New York.

  • Shepard, R.N. (1974): Representation of Structure in Similarity Data: Problemsand Prospects. In: Psychometrica, Vol. 39, S. 373–421.

    Article  Google Scholar 

  • Shocker, A.D./Srinivasan, V. (1974): A Consumer-Based Methodology for the Identification of New Product Ideas. In: Management Science, Vol. 20, S. 921–938.

    Article  Google Scholar 

  • Shocker. A.D./Srinivasan, V. (1975): LINMAP: Linear Programming Techniques for the Multidimensional Analysis of Preferences. In: Journal of Marketing Research, Vol. 12. S. 214–215.

    Google Scholar 

  • Shocker, A.D./Srinivasan, V. (1979): Multiattribute Approaches for Product Concept Evaluation and Generation: A Critical Review. In: Journal of Marketing Research, Vol. 16. S. 159–180.

    Article  Google Scholar 

  • Shocker, A.D./Zahorik, A.J./Stewart, D.W. (1984): Competitive Market Structure Analysis: A Comment on Problems. In: Journal of Consumer Research, Vol. 11, S. 836–841.

    Article  Google Scholar 

  • Singson, R.L. (1975): Multidimensional Scaling Analysis of Store Image and Shopping Behavior. In: Journal of Retailing, Vol. 51, S. 38–52.

    Google Scholar 

  • Sixtl, F. (1982): Meßmethoden der Psychologic Theoretische Grundlagen und Probleme. 2. Auflage, Weinheim, Basel.

  • Späth, H. (1977): Cluster-Analyse-Algorithmen zur Objektklassifizierung und Datenreduktion. 2. Auflage, Mönchen, Wien.

  • Srivastava, R.KVAIpert, M.I. (1981): A Customer-Oriented Approach for Determining Market Structures. In: Srivastava, R.K./Shocker, A.D. (eds.): Analytic Approaches to Product and Market Planning: The Second Conference. Cambridge, Massachusetts, S. 26–57.

  • Srivastava, R.K./Leone, R.P./Shocker, A.D. (1981): Market Structure Analysis: Hierarchical Clustering of Products Based on Substitution-ln-Use. In: Journal of Marketing, Vol. 45, S. 38–48.

    Article  Google Scholar 

  • Steffens, K. (1987): Multidimensional Skalierung. In: Roth, E. (Hrsg.): Sozialwissenschaftliche Methoden. 2. Auflage, Mönchen, Wien, S. 533–557.

  • Steinhausen, D./Langer, K. (1977): Clusteranalyse. Berlin u.a.

  • Stewart, D.W. (1981): The Application and Misapplication of Factor Analysis in Marketing Research. In: Journal of Marketing Research, Vol. 18, S. 51–62.

    Article  Google Scholar 

  • Takane, Y./Young, F.W./DeLeeuw, J. (1977): Nonmetric Individual Differences Multidimensional Scaling: An AJternating Least Squares Method With Optimal Scaling Features. In: Psychometrika, Vol. 42, S. 7–67.

    Article  Google Scholar 

  • Tucker, L.R. (1972): Relations Between Multidimensional Scaling and Three-Mode Factor Analysis. In; Psychometrika, Vol. 37, S. 3–27.

    Article  Google Scholar 

  • Urban, G.L (1975): PERCEPTOR: A Model for Product Positioning. In: Management Science. Vol. 21, S. 858–871.

    Article  Google Scholar 

  • Urban, G.L/Hauser, J.R. (1980): Design and Marketing of New Products. Englewood Cliffs, New Jersey.

    Google Scholar 

  • Wedel, M./Steenkamp, J.-B.E.M. (1991): A Clusterwise Regression Method for Simultaneous Fuzzy Market Structuring and Benefit Segmentation. In: Journal of Marketing Research. Vol. 28, S. 385–396.

    Article  Google Scholar 

  • Wilkie, W.L./Pessemier, E.A. (1973): Issues in Marketing’s Use of Multi-Attribute Attitude Models. In: Journal of Marketing Research, Vol. 10. S. 428–441.

    Article  Google Scholar 

  • Wind, Y. (1978): Issues and Advances in Segmentation Research. In: Journal of Marketing Research Vol. 15. S. 317–337.

    Article  Google Scholar 

  • Wish, M./Carroll, J.D. (1982): Multidimensional Scaling and its Applications. In: Krishnaiah, P.R./Kanal, L.N. (eds.): Handbook of Statistics. Vol. 2: Classification Pattern Recognition and Reduction of Dimensionality. Amsterdam u.a.. S. 317–345.

  • Young, F.W./NUII, C.H. (1978): Multidimensional Scaling of Nominal Data: The Recovery of Metric Information with ALSCAL In: Psychometrika, Vol. 43. S. 367–379.

    Article  Google Scholar 

  • Zenor, M.J./Srivastava, R.K. (1993): Inferring Market Structure With Aggregate Data: A Latent Segment Logit Approach. In: Journal of Marketing Research, Vol. 30, S. 369–379.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Rights and permissions

Reprints and permissions

About this article

Cite this article

Reutterer, T. Analytische Modelle zur Unterstötzung von Positionierungsentscheidungen—Versuch einer Bestandsaufnahme. Journal für Marketing 33, 88–109 (1994). https://doi.org/10.1007/BF03032038

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1007/BF03032038

Navigation