Deriving Joint Space Positioning Maps from Consumer Preference Ratings

Marketing Letters, Volume 22, Issue 1, pp 1-14 (2011)

Posted: 17 Jun 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

Joonwook Park

University of Kentucky - Marketing and Supply Chain

Vithala R. Rao

Cornell University - Samuel Curtis Johnson Graduate School of Management

Date Written: March 2011

Abstract

Joint space multidimensional scaling maps are often utilized for positioning analyses and are estimated on survey samples of consumer preferences, choices, considerations, or intentions so as to provide a concise spatial depiction of the competitive landscape including relevant dimensions or attributes, competing brands, and consumers in the same joint space representation. Care has to be given concerning the underlying scale properties of such survey data so as not to distort the resulting joint space positioning map. We present a new joint space multidimensional scaling procedure for positioning analyses for displaying the structure in such survey data when such common ordered successive category measurement scales such as Likert, Edwards, semantic differential, etc., are employed. We present the technical details of this stochastic ordered preference multidimensional scaling vector model as well as the maximum likelihood estimation-based algorithm devised for parameter estimation. Favorable comparisons are made with several existent multidimensional scaling methods in representing the internal structure for such data in marketing positioning studies. An actual commercial positioning application concerning large sports utility vehicles consideration to buy judgments is presented with predictive validation comparisons with other multidimensional scaling joint space procedures.

Keywords: Positioning, Method of ordered successive categories, Maximum likelihood multidimensional scaling, Consumer preference analysis, Sports utility vehicles

Suggested Citation

DeSarbo, Wayne S. and Park, Joonwook and Rao, Vithala R., Deriving Joint Space Positioning Maps from Consumer Preference Ratings (March 2011). Marketing Letters, Volume 22, Issue 1, pp 1-14 (2011), Available at SSRN: https://ssrn.com/abstract=2796293

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Joonwook Park

University of Kentucky - Marketing and Supply Chain ( email )

United States

Vithala R. Rao

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

Ithaca, NY 14853
United States

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