Abstract
We present knowledge-based support for positioning analysis applications. It is shown how knowledge about user wishes, positioning analysis objectives, and the input/output behavior of methods can be combined in order to provide substantial support for the analysis of survey data. We describe how such knowledge is represented and processed in the knowledge-based marketing data analysis system WIMDAS-PS (WIssensbasiertes Marketing-DatenAnalyse-System zur Positionierungs-und Segmentierungsanalyse) and use a sample consultation session for demonstration purposes.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
S. Albers, Gewinnorientierte Neuproduktpositionierung in einem Eigenschaftsraum, Zeits. betriebswirtsch. Forsch. 41 (1989) 186–209.
S. Albers and K. Brockhoff, A procedure for new product positioning in an attribute space, Eur. J. Oper. Res. 1 (1977) 230–238.
A. Bachem and H. Simon, A product positioning model with costs and prices, Eur. J. Oper. Res. 7 (1981) 362–370.
D. Baier and W. Gaul, Entscheidungsunterstützung bei der Auswertung von Primärforschungsdaten Ein Konzept zur Verbindung von Wissensbasis, Datenbank und Methoden, in:Operations Research Proceedings 1989 (Springer, Berlin Heidelberg New York, 1990) pp. 406–413.
D. Baier and W. Gaul, Computer-assisted market research and marketing enriched by capabilities of knowledge-based systems, in:New Ways in Marketing and Market Research, EMAC ESOMAR Symp., Athens, Greece (1990) pp. 139–160.
I. Böckenholt, M. Both and W. Gaul, A knowledge-based system for supporting data analysis problems, Dec. Support Syst. 5 (1989) 345–354.
I. Böckenholt and W. Gaul, Analysis of choice behaviour via probabilistic ideal point and vector models, Appl. Stoch. Mod. Data Anal. 2 (1986) 209–226.
J.D. Carroll and P. Arabie, Multidimensional scaling, Ann. Rev. Psychol. 31 (1980) 607–649.
J.D. Carroll and J.J. Chang, Analysis of individual differences in multidimensional scaling via ann-way generalization of “Eckart Young” decomposition, Psychometrika 35 (1970) 283–319.
L.G. Cooper, A review of multidimensional scaling in marketing research, Appl. Psychol. Measurement 7 (1983) 427–450.
W.S. DeSarbo and V.R. Rao, GENFOLD2: a set of models and algorithms for the general unfolding analysis of preference dominance data, J. Classification 1 (1984) 147–186.
W.S. DeSarbo and V.R. Rao, A constrained unfolding methodology for product positioning, Marketing Sci. 5 (1986) 1–19.
G. DeSoete, J.D. Carroll and W.S. DeSarbo, The wandering ideal point model: a probabilistic multidimensional unfolding model for paired comparisons data, J. Math. Psychol. 30 (1986) 28–41.
G. Dobson and S. Kalish, Heuristics for pricing and positioning a product-line using conjoint and cost data, Manag. Sci. 39 (1993) 160–175.
W. Gaul and M. Schader (eds.),Wissensbasierte Marketing-Datenanalyse Das WIMDAS-Projekt (Lang, Frankfurt, 1994).
W. Gaul, M. Schader and M. Both, Knowledge-oriented support for data analysis applications to marketing, in:Knowledge. Data and Computer-Assisted Decisions, eds. M. Schader and W. Gaul (Springer, Berlin Heidelberg New York, 1990) pp. 259–271.
B. Gavish, D. Horsky and K. Srikanth, An approach to the optimal positioning of a new product. Manag. Sci. 29 (1983) 1277–1297.
P.E. Green, J.D. Carroll and S.M. Goldberg, A general approach to product design via conjoint analysis, J. Marketing 45 (1981) 17–37.
P.E. Green and A.M. Krieger, Recent contributions to optimal product positioning and buyer segmentation, Eur. J. Oper. Res. 41 (1989) 127–141.
F. Hantelmann, Grafische Präsentation statistischer Daten unter UNIX: Ein Konzept zur Gestaltung von Grafiksubsystemen für KI-Umgebungen, Meth. Oper. Res. 63 (1990) 359–368.
R. Kohh and R. Krishnamurti, A heuristic approach to product design, Manag. Sci. 33 (1987) 1523–1533.
A.D. Shocker and V. Srinivasan, A consumer-based methodology for the identification of new product ideas, Manag. Sci. 20 (1974) 921–937.
D. Sudharsan, J.H. May and T. Gruca, DIFFSTRAT: an analytical procedure for generating optimal new product concepts for a differentiated-type strategy, Eur. J. Oper. Res. 36 (1988) 50–65.
Sun Microsystems, Inc.,OPEN LOOK, Graphical User Interface Functional Specification (Addison Wesley, Reading, MA, 1989).
Sun Microsystems, Inc.,OPEN LOOK, Graphical User Interface Application Style Guidelines (Addison Wesley, Reading, MA, 1990).
Y. Wind, Positioning analysis and strategy, in:The Interface of Marketing and Strategy, eds. G. Day, B. Weitz and R. Wensley (JAI Press, 1990).
F.S. Zufryden, ZIPMAP a zero one integer programming model for market segmentation and product positioning, J. Oper Res. Soc. 30 (1979) 63–70.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Baier, D., Gaul, W. & Wartenberg, F. Positioning analysis using knowledge-based support. Ann Oper Res 55, 471–487 (1995). https://doi.org/10.1007/BF02032385
Issue Date:
DOI: https://doi.org/10.1007/BF02032385