This article reports the finding of a study designed to extend the use of proximity judgments to an experimental design. The analysis mode of multidimensional scaling (MDS) and multivariate analysis of variance (MANOVA) was used to determine the effect of the experimental manipulation on the respondents’ perception of a hypothetical new coffee product relative to seven types of coffee products currently available to consumers.
Get full access to this article
View all access options for this article.
References
1.
BockR. D.“Programming Univariate and Multivariate Analysis of Variance,”Technometrics, 5(February 1963), 95–117.
2.
BockR. D., and HaggardE. A.“The Use of Multivariate Analysis of Variance in Behavioral Research,” in WhitlaD., ed., Handbook of Measurement and Assessment in Behavioral Sciences.Reading, Mass.: Addison-Wesley, 1968, pp. 100–42.
3.
GreenPaul E., and CarmoneFrank J.Multidimensional Scaling and Related Techniques in Marketing Analysis.Boston: Allyn and Bacon, 1970.
4.
NewmanJoseph W.“Sanka Coffee (A and B),”Marketing Management and Information.Homewood, Ill.: Irwin, 1967.
5.
RoskamE., and LingoesJ. C.“MINISSA-I: A FORTRAN IV (G) Program for the Smallest Space Analysis of Square Symmetric Matrices,”Behavioral Science, 15(March 1970), 204–5.
6.
StefflreVolney. “Market Structure Studies: New Products for Old Markets and New Markets,” in BassFrank, KingCharles, and PessemierEdgar eds., Application of the Sciences in Marketing Management.New York: John Wiley and Sons, 1968., pp. 251–68.
7.
WindYoram, and DennyJoseph. “Multivariate Analysis of Variance in Research on the Effectiveness of TV Commercials,”Journal of Marketing Research, 11(May 1974), 136–42.
