2000
DOI: 10.1300/j073v08n04_03
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Analyzing Destination Images: A Perceptual Charting Approach

Abstract: Heterogeneity of perceptions is a neglected issue in market segmentation studies. Only recently parametric approaches toward modeling segmented perception-preference structures such as combined MDS and Latent Class procedures have been introduced. A completely different nonparametric method is based on topologysensitive vector quantization (VQ) for consumers-by-brands-by-attributes data. It maps the segment-specific perceptual structures into bar charts with multiple brand positions exhibiting perceptual disti… Show more

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Cited by 25 publications
(16 citation statements)
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“…The number of clusters (i.e. habitat patches) was visually assessed and confirmed using the simple structure index SSI (Dolcinar et al, 1999).…”
Section: Discussionmentioning
confidence: 99%
“…The number of clusters (i.e. habitat patches) was visually assessed and confirmed using the simple structure index SSI (Dolcinar et al, 1999).…”
Section: Discussionmentioning
confidence: 99%
“…The optimal number of groups was determined according to the highest Simple Structure Index (SSI) following Dolnicar et al . (). We obtained eight synthetic variables by averaging inside each group determined by the k‐means clustering.…”
Section: Methodsmentioning
confidence: 99%
“…To ensure clustering robustness, we performed 1000 iterations of the k-means algorithm. We determined the optimal number of clusters (radial growth patterns) using the simple structure index (SSI; [75]) criterion. We then compared the growth attributes among the different growth radial patterns using a Kruskal-Wallis non-parametric analysis of variance, followed by a non-parametric Fisher's least significant difference post-hoc test [76].…”
Section: Statistical Analysesmentioning
confidence: 99%