See ShethJagdish N., “The Multivariate Revolution in Marketing Research,”Journal of Marketing, Vol. 35 (January, 1971), pp. 13–19.
2.
Using factor analysis, a technique designed to sort out groups or clusters of similar objects.
3.
The larger circle for “healthies” indicates that more mothers say they serve these as snack foods than those who say they serve “goodies” foods.
4.
See GreenPaul E.CarmoneFrank J., Multidimensional Scaling (Boston: Allyn & Bacon, 1970), and StefflreVolney, “Market Structure Studies; New Products for Old Markets and New Markets (Foreign) for Old Products,” in Applications of the Sciences in Marketing, BassFrank M.KingCharles M.PessemierEdgar A., eds. (New York: John Wiley & Sons, Inc., 1968).
5.
MyersJames H.AlpertMark I., “Determinant Buying Attitudes; Meaning and Measurement,”Journal of Marketing, Vol. 32 (October, 1968), pp. 13–20.
6.
GreenCarmone, op. cit.; Stefflre, op. cit.; and Bass, op. cit.
7.
“Experimental” research is the proper way to find salient attributes, but this tends to be very expensive and time-consuming; often it is no even possible.
