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This article discusses a procedure for building a perceptual map of a market based on revealed preference data. Specifically, it suggests how the transition matrix, which is central to many stochastic models in marketing (Carman 1966; Howard 1968; Jones 1970; Kuehn 1962; Montgomery 1969; Morrison 1966), can be used as a similarity matrix for input to multidimensional scaling or cluster analysis in place of the more widely used judged similarity measures (Frank and Green 1968; Green and Carmone 1969; Steffire 1968). This article thus attempts to demonstrate a conceptual link between stochastic models of market share and individual choice models.

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Judged Similarity and Brand-Switching Data as Similarity Measures

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  • 发表日期：

    2026年

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  • Donald R. Lehmann

摘要

This article discusses a procedure for building a perceptual map of a market based on revealed preference data. Specifically, it suggests how the transition matrix, which is central to many stochastic models in marketing (Carman 1966; Howard 1968; Jones 1970; Kuehn 1962; Montgomery 1969; Morrison 1966), can be used as a similarity matrix for input to multidimensional scaling or cluster analysis in place of the more widely used judged similarity measures (Frank and Green 1968; Green and Carmone 1969; Steffire 1968). This article thus attempts to demonstrate a conceptual link between stochastic models of market share and individual choice models.