522 PART 3 Data Analysis, Advanced Topics , and the Final Report

11
FURTHER READING
Kaufman, Leonard, and Peter J. Rousseeuw. Finding Groups
. thy A Confirmatory Factor Analysis for Applied in Data: An Introduction to Cluster Analysis. Wiley
Brow n, T 1mo p 2006
Research . New York: The Guilford ress, .
Everitt Brian S., Sabine Landau, Morven Leese, and Da~lel _
.

St~hl. Cluster Analysis, 5th ed. New York: Wiley Senes In

Series in Probability and Statistics . New York:
John Wiley & Sons, Ltd., 2005. CHAPTER
Mulaik, Stanley A. Foundations of Factor
Probability and Statistics, John Wiley & Sons, Ltd.: 2011. Analysis, 2nd ed. Boca Raton, FL: Chapman
. b F d M "Discriminant Analysis for Marketing
Fem erg, re 1f lopedia and Haii/CRC, 2009. . .
Research Applications," Wiley lnternatlona ncyc Uebersax, John . The Structure Analysis webs ite.
of Marketing. New York: John Wiley & Sons, Ltd., 2010. http://www.john-uebersax.com/stat.
Hair, Joseph F., Bill Black, Barry Babin, and Rolph E.
Anderson. Multivariate Data AnalysiS, 7th ed. Upper
Multivariate Methods
Saddle River, NJ : Prentice Hall, 2009.
of Marketing Research II:
Conjoint Analysis and
Multid ime nsion aI ScaIin g

Conjoint Analysis Multidimensional Scaling

Conjoint versus Test Markets
Conjoint Example: A New, Brighter Light Bulb
Conjoint Analysis: Basic Steps, Problems, and
Extensions
Orthogonal Designs
Marketing Research Focus 11.1: Designing Your
Own Movie Theater Using Conjoint Analysis
and an Orthogonal Design
Adaptive Conjoint
Choice-Based Conjoint
Conjoint Analysis: What Is It Used for and How?
Conjoint Case Study: Dial Readout Scales
Multidimensional Scaling: Some Preliminaries
Multidimensional Scaling: An Application
Orienting the MDS Map: Overlaying External Data
Types and Uses of Multidimensional Scaling in
Marketing Research
Special Expert Feature: Choice-Based Conjoint at
General Motors by Jim Christian, Eleanor Feit, and
Mark Beltramo, General Motors Corporation
SUMMARY
KEY TERMS
DISCUSSION QUESTIONS
FURTHER READING

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