Psychometric Methods in Marketing Research: Part II, Multidimensional Scaling

1997 ◽  
Vol 34 (2) ◽  
pp. 193 ◽  
Author(s):  
J. Douglas Carroll ◽  
Paul E. Green
Keyword(s):  
Multidimensional Scaling ◽  
Marketing Research ◽  
Psychometric Methods

Co-marketing alliances: definitions and approaches. Insights from a literature review

2017 ◽  
Vol 40 (9) ◽  
pp. 971-989 ◽  
Author(s):  
Cecilia Grieco ◽  
Gennaro Iasevoli
Keyword(s):  
Literature Review ◽  
Multidimensional Scaling ◽  
Design Methodology ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Future Research ◽  
Competitive Position ◽  
Content Type ◽  
Points Of View ◽  
Marketing Alliances

Purpose Co-marketing strategies play an important role in enabling firms to improve their competitive position. However, despite its increasing implementation, it remains a topic that is largely not researched. The purpose of this paper is to analyze existing contributions to the field of co-marketing research and the different perspectives scholars have adopted in analyzing the topic. Design/methodology/approach A literature review has been developed, as its lack seems to be a major hindrance to the development of related studies. A specific focus has been made on the adopted approaches. Five approaches have been identified, and multidimensional scaling (MDS) has been used to analyze the differences among them. Findings First, the analysis of the typologies of studies on co-marketing alliances is made. Also, the identified approaches are strategic-based, consumer-based, relational-based, specificity-based and evaluation-based. What emerges from the MDS is that there are two perspectives of analysis of the alliance that characterize them: the inside–outside and the wide–narrow points of view. Research limitations/implications Limitations are mostly referred to the methodologies and the level of subjectivity they imply. For example, they are not only the choices made concerning keywords to be used and, consequently, the articles included in the analysis, but also the MDS that offers broad autonomy to the researchers in interpreting the data. Originality/value The originality of this research is that it fills an emerged gap concerning a literature review on co-marketing alliances, supporting future research in this field of study. The identification of the approaches underlines what may be lacking, providing interesting insights on possible avenues for future research.

Multidimensional Scaling in Marketing Research: An Illustrative Application to a Telecommunications Pricing Problem

1988 ◽  
pp. 225-239
Author(s):  
J. D. Carroll ◽  
B. B. Hollister ◽  
R. T. Iosso ◽  
S. Pruzansky ◽  
J. A. Rotondo ◽  
...  
Keyword(s):  
Multidimensional Scaling ◽  
Marketing Research ◽  
Illustrative Application

D-test: A New Test for Analyzing Scale Invariance Using Symbolic Dynamics and Symbolic Entropy

Methodology ◽  
2011 ◽  
Vol 7 (3) ◽  
pp. 88-95 ◽  
Author(s):  
Jose A. Martínez ◽  
Manuel Ruiz Marín
Keyword(s):  
Symbolic Dynamics ◽  
Scale Invariance ◽  
Rating Scales ◽  
Rating Scale ◽  
Marketing Research ◽  
Response Patterns ◽  
Measurement Scales ◽  
Improve Measurement ◽  
Entropy Measures ◽  
The Difference

The aim of this study is to improve measurement in marketing research by constructing a new, simple, nonparametric, consistent, and powerful test to study scale invariance. The test is called D-test. D-test is constructed using symbolic dynamics and symbolic entropy as a measure of the difference between the response patterns which comes from two measurement scales. We also give a standard asymptotic distribution of our statistic. Given that the test is based on entropy measures, it avoids smoothed nonparametric estimation. We applied D-test to a real marketing research to study if scale invariance holds when measuring service quality in a sports service. We considered a free-scale as a reference scale and then we compared it with three widely used rating scales: Likert-type scale from 1 to 5 and from 1 to 7, and semantic-differential scale from −3 to +3. Scale invariance holds for the two latter scales. This test overcomes the shortcomings of other procedures for analyzing scale invariance; and it provides researchers a tool to decide the appropriate rating scale to study specific marketing problems, and how the results of prior studies can be questioned.

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