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Market clustering goes graphic: The Weiss trilogy and a proposed extension
Author(s) -
Holbrook Morris B.
Publication year - 2001
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/1520-6793(200101)18:1<67::aid-mar4>3.0.co;2-1
Subject(s) - trilogy , extension (predicate logic) , multidimensional scaling , consumption (sociology) , reservation , preference , taste , cluster analysis , marketing , computer science , psychology , sociology , economics , artificial intelligence , business , microeconomics , social science , computer network , machine learning , neuroscience , programming language
In this article, the author reviews three works by the geodemographer Michael J. Weiss, concluding that his trilogy provides material of considerable value to marketing or consumer researchers concerned with understanding patterns of consumption or with the formulation of marketing strategy. A partial reservation involves the difficulty of comprehending the overall structure of consumption patterns without a type of mapping that goes beyond the merely geographic to represent taste clusters by means of preference spaces derived by techniques like multidimensional scaling (MDS). The author illustrates such an extension by conducting an MDS analysis of data provided by Weiss in ways that appear to shed light on the power and profundity of the insights he offers. © 2001 John Wiley & Sons, Inc.