Adaptive Multidimensional Scaling: The Spatial Representation of Brand Consideration and Dissimilarity Judgments

T.H.A. Bijmolt, M. Wedel, W.S. DeSarbo

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Abstract

We propose Adaptive Multidimensional Scaling (AMDS) for simultaneously deriving a brand map and market segments using consumer data on cognitive decision sets and brand dissimilarities.In AMDS, the judgment task is adapted to the individual respondent: dissimilarity judgments are collected only for those brands within a consumers' awareness set.Thus, respondent fatigue and subjects' unfamiliarity with any subset of the brands are circumvented; thereby improving the validity of the dissimilarity data obtained, as well as the multidimensional spatial structure derived.Estimation of the AMDS model results in a spatial map in which the brands and derived segments of consumers are jointly represented as points.The closer a brand is positioned to a segment's ideal brand, the higher the probability that the brand is considered and chosen.An assumption underlying this model representation is that brands within a consumers' consideration set are relatively similar.In an experiment with 200 subjects and 4 product categories, this assumption is validated.We illustrate adaptive multidimensional scaling on commercial data for 20 midsize car brands evaluated by 212 members of a consumer panel.Potential applications of the method and future research opportunities are discussed.
Original languageEnglish
Place of PublicationTilburg
PublisherMarketing
Number of pages38
Volume2002-82
Publication statusPublished - 2002

Publication series

NameCentER Discussion Paper
Volume2002-82

Keywords

  • scaling
  • brands
  • market segmentation

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    Bijmolt, T. H. A., Wedel, M., & DeSarbo, W. S. (2002). Adaptive Multidimensional Scaling: The Spatial Representation of Brand Consideration and Dissimilarity Judgments. (CentER Discussion Paper; Vol. 2002-82). Marketing.