書誌事項
- タイトル別名
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- Rescaling a Proximity Matrix Using Entropy in Brand-switching Data
- メイガラ ヘンコウ データ ニ オケル エントロピー オ モチイタ シンキンド ギョウレツ ノ サイコウセイホウ
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説明
Several researchers have analyzed the brand-switching matrix using multidimensional scaling models. When a brand-switching matrix is analyzed using multidimensional scaling, it is necessary to rescale the matrix because there are differences among the overall sums of the rows and columns that depend on external factors, such as market share. This study introduces a new method that rescales one-mode two-way proximity matrices using entropy which shows the variance of brand-switching. In the present paper, we calculate the entropy of a row and column of a car-switching data, and use the result to reconstruct a new matrix. Then we analyze this matrix using multidimensional scaling. The results suggest that the congurations rescaled using our method can be interpreted as “circumplex”.
収録刊行物
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- 行動計量学
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行動計量学 33 (2), 159-166, 2006
日本行動計量学会
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詳細情報 詳細情報について
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- CRID
- 1390282680157248512
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- NII論文ID
- 110004810193
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- NII書誌ID
- AN0008437X
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- ISSN
- 18804705
- 03855481
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- NDL書誌ID
- 8532825
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- 本文言語コード
- ja
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- データソース種別
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- JaLC
- NDLサーチ
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- 抄録ライセンスフラグ
- 使用不可