A New Approach for Capturing and Potraying the Competitive Structure of a Market: An Application To The Bush-Kerry-Nader Presidential Contest

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2004-09-23 DOI:10.2202/1546-5616.1020

Richard R. Batsell

引用次数: 1

Abstract

This short note introduces a new methodology for capturing and portraying the competitive structure of a market. Using the current Presidential contest as the context, the methodology first describes a simple and efficient data collection approach that generates the data necessary for applying Tverskys Elimination-By-Aspects Model (1972a, 1972b) at the market level. Then, relying on recently published mathematical results (Batsell, Polking, Cramer, and Miller, 2003) the method shows the complete decomposition of the competitive structure of a market based on the elimination model. Also introduced is a new way to graphically portray the competitive structure of a market in the form of a choice-based perceptual map, which has several desirable properties.

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捕捉和描绘市场竞争结构的新方法:在布什-克里-纳德总统竞选中的应用

这篇短文介绍了一种捕捉和描绘市场竞争结构的新方法。以当前的总统竞选为背景，该方法首先描述了一种简单而有效的数据收集方法，该方法生成了在市场层面应用特沃斯基的按方面淘汰模型(1972a, 1972b)所需的数据。然后，依靠最近发表的数学结果(Batsell, Polking, Cramer, and Miller, 2003)，该方法显示了基于消除模型的市场竞争结构的完全分解。还介绍了一种以基于选择的感知图的形式图形化地描绘市场竞争结构的新方法，它具有几个理想的特性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.