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Outlines the technique of nonmetric multidimensional scaling, revealing its uses and limitations in the field of market research. Presents various study results of consumer perceptions of convenience foods and of weekly newspapers in order to illustrate this. Suggests that nonmetric multidimensional scaling will be of future use in market research.
Keywords:
Models,
Measurement,
Market research,
Consumer behaviour,
Retailing,
Food,
Newspaper publishing
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