Douglas Grisaffe

University of Texas at Arlington

415 S West St Apt no 205

Arlington, TX 76019

United States

  • University of Texas at Arlington

SCHOLARLY PAPERS

2

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Scholarly Papers (2)

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1.

Perceptual Maps via Enhanced Correspondence Analysis: Representing Confidence Regions to Clarify Brand Positions

Iacobucci, Dawn and Douglas Grisaffe (2018), “Perceptual Maps via Enhanced Correspondence Analysis: Representing Confidence Region to Clarify Brand Positions,” Journal of Marketing Analytics, 6 (3), 72-83.
Number of pages: 40 Posted: 29 Jul 2019
Dawn Iacobucci, Dawn Iacobucci and Douglas Grisaffe
Vanderbilt University - MarketingVanderbilt University - Marketing and University of Texas at Arlington
Downloads 16 (725,513)

Abstract:

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Correspondence analysis, Perceptual maps, Positioning, Brand positioning

2.

Statistical Perceptual Maps: Using Confidence Region Ellipses to Enhance the Interpretations of Brand Positions in Multidimensional Scaling

Iacobucci, Dawn, Douglas Grisaffe, and Wayne DeSarbo (2017), “Statistical Perceptual Maps: Using Confidence Region Ellipses to Enhance the Interpretations of Brand Positions in Multidimensional Scaling,” Journal of Marketing Analytics, 5, 81-98.
Number of pages: 47 Posted: 29 Jul 2019
Dawn Iacobucci, Dawn Iacobucci, Douglas Grisaffe and Wayne S. DeSarbo
Vanderbilt University - MarketingVanderbilt University - Marketing, University of Texas at Arlington and Pennsylvania State University
Downloads 16 (725,513)

Abstract:

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Multidimensional scaling, Perceptual maps, Confidence regions