What is it about?
Comparing survey with online consumer generated data for brand similarities. We compare MDS with tree methods
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Why is it important?
Guides the choice between data collection methods and analytical techniques.
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This page is a summary of: Mapping brand similarities: Comparing consumer online comments versus survey data, International Journal of Market Research, November 2018, SAGE Publications,
DOI: 10.1177/1470785318810106.
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