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Erschienen in:
2000 | OriginalPaper | Buchkapitel
Segmentation Based on Product Dissimilarity Judgements
verfasst von : Michel Wedel, Wagner A. Kamakura
Erschienen in: Market Segmentation
Verlag: Springer US
Enthalten in: Professional Book Archive
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Dissimilarity judgements have been represented in the marketing and psychometric literatures as either spaces or trees. The dominant tree representations have been the ultrametric and the additive trees. We describe an extension of those approaches to accommodate differential points of view of consumer segments, by allowing for different segments that have different perceptions of the stimuli, represented as mixtures of spaces, or mixtures of trees, or mixtures of both.