A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments Page: 23
viii, 232 leaves : ill.View a full description of this dissertation.
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0 T.
used for computing the "D" statistic are as follows;
Dij = / Edij"2*
Edij2 = E(Xi - X j) 2
1 2
Dij = /TT3nr^xjrr. -
The computed D scores produced three four-by-four matrices
for each respondent' s judgment of the concepts under the
ideal, Ford, and Chevrolet automobiles.
The next step in the analysis of the data was -to com-
pute the, correlation coefficients of the matrices for each
product. This was done in order to be able to compare the
matrices for similarity of response pattern. The correlation
coefficient computation used the D scores of the same ij
cells of two different matrices and formed a set of ordered
pairs. These, ordered pairs were then correlated to deter-
mine the likeness or difference between all of the ordered
pairs within the two matrices being compared. Correlation
coefficients were computed for all possible combinations of
matrices. The computing of the correlation coefficients
gave more objective evidence as to the validity of grouping
the respondents into groups or market segments based upon
their commonality of thought about the concepts measured.
The next step in the analysis was to group the respon-
dents by similarity of D scores. The technique used for
this purpose is called "Hierarchical Grouping Analysis."
12Ibid., p. 91.
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Anderson, Robert Lee, 1940-. A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments, dissertation, August 1971; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc164459/m1/34/: accessed July 16, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .