Working Papers

Deriving Joint Space Maps of Bundle Compositions and Market Segments: An Application to New Product Options

Wayne S. DeSarbo, Venkatram Ramaswamy, Michel Wedel, and Tammo Bijmolt

Jan 1, 1996

Describes a model that enables marketers to analyze consumer purchase intentions, and define market segments and specific bundles of new product/service options those segments will likely select; provides a commercial application using pick-any data.

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