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      Estimating multiple consumer segment ideal points from context-dependent survey data

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      Author(s)
      DeSarbo, W. S.
      Atalay, A. S.
      LeBaron, D.
      Blanchard, S. J.
      Date
      2008
      Source Title
      Journal of Consumer Research
      Print ISSN
      0093-5301
      Electronic ISSN
      1537-5277
      Publisher
      Oxford University Press
      Volume
      35
      Issue
      1
      Pages
      142 - 153
      Language
      English
      Type
      Article
      Item Usage Stats
      115
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      135
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      Abstract
      Previous research in marketing and consumer research has shown that consumers/ households often possess multiple ideal points In a given product/service category. In such cases, traditional segmentation and positioning models that estimate a single ideal point per Individual/segment may render an Inaccurate portrayal of the true underlying utility functions of such consumers/segments and the resulting market structure. We propose a new clusterwise multiple-ideal-point spatial methodology that estimates multiple ideal points at the market segment level while simultaneously determining the market segments' composition of consumers, as well as the corresponding joint space.
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      http://hdl.handle.net/11693/23112
      Published Version (Please cite this version)
      https://doi.org/10.1086/529534
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      • Department of Management 579
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