Exploratory market structure analysis. Topology-sensitive methodology.

Research English OPEN
Mazanec, Josef;
(1999)
  • Publisher: SFB Adaptive Information Systems and Modelling in Economics and Management Science, WU Vienna University of Economics and Business
  • Subject: market segmentation / market structure analysis / neural networks / vector quantization

Given the recent abundance of brand choice data from scanner panels market researchers have neglected the measurement and analysis of perceptions. Heterogeneity of perceptions is still a largely unexplored issue in market structure and segmentation studies. Over the las... View more
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