MNL63: Appendix Z: Ideal Scaling

    Goldman, Anne
    Applied Consumer & Clinical Evaluations, Mississauga, ON

    Mazur, Jagoda
    Applied Consumer & Clinical Evaluations, Mississauga, ON

    Pages: 4    Published: Jan 2009


    Abstract

    In place of attempting to gauge attribute intensity and acceptability in one scale, ideal point modeling involves separating out the hedonic component of the response from the intensity evaluation. The “Ideal” product ratings are compared to the actual ratings. Attribute liking can be used to supplement findings from this technique.


    Paper ID: MNL11507M

    Committee/Subcommittee: E18.03

    DOI: 10.1520/MNL11507M


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    ISBN10: 0-8031-7010-6
    ISBN13: 978-0-8031-7010-0