P. Naude, JUDGMENTAL MODELING AS A TOOL FOR ANALYZING MARKET-STRUCTURE - AN APPLICATION IN THE PLASTICS INDUSTRY, Industrial marketing management, 24(3), 1995, pp. 227-238
This article indicates how judgmental modeling, when combined with the
use of word-models, can be used as a tool for analyzing market struct
ure. It is based on a sample of buyers in a sector of the plastics ind
ustry in Europe. The study shows how data collected with this approach
can be used both to assess attribute importance and as an input to pe
rceptual mapping. The results have been of immediate use to the firm i
nvolved, and the approach is potentially applicable across a range of
industrial market environments.