Business Research Methods, 2nd Edition

Chapter 19

Conjoint Analysis, Multidimensional Scaling and Correspondence Analysis

Learning Objectives

Upon completion of this chapter, you will be able to:

• Understand the concept and application of conjoint analysis
• Interpret the conjoint analysis output obtained from the statistical software
• Use SPSS to perform conjoint analysis
• Understand the concept and application of multidimensional scaling
• Interpret the multidimensional scaling output obtained from the statistical software
• Use SPSS to perform multidimensional scaling
• Understand the concept and application of correspondence analysis
• Interpret the correspondence analysis output obtained from the statistical software.
• Use SPSS to perform correspondence analysis

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