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참고 문헌

 

임종원. 「마아케팅 관리론」, 서울, 법문사 증판, 1987.

채서일, 「사회과학 조사방법론」, 서울, 법문사 초판, 1989.

Batson. J. and S. Grayer (1982), "The Effectiveness of the Knowledge Generation and Diffusion Precess in Marketing-some Considerations and Empirical Findings", (Paper No.8214), London: The London Business School, July.

Bogart, Leo (1988),''Advertising: Art. Science, Or Business?", Journal of Advertising Research,Vol.28, December/Janauary. pp.47-52.

Carroll, J.D. (1980). "Model and Method for Multidimensional Analysis of Preferential Choice(or Other Dominance) Data",Similarity and Choice,Lanterman and Feger,(eds),Bern: Huber,pp.234-289.

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Cooper,Lee G.(1983)."A Review of Multidimensional Scaling in Marketing Research",Applied Psychological Measurement ,Vol,7.No.4,pp.427-450.

Davidson,Mark L,((1983),"Introduction to Multidimensional Scaling and its Applications",Applied Psychological Measurement,Vol.7,No.4,pp.373-379.

Daroge, Cornelia, and Rene Y. Dramon (1987).''Associative Positioning Strategies Through Comparative Advertising: Attribute Verses Overall Similarity Approaches'' Journal of Marketing Research, Vol. 24. November, pp. 377-388.

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______, Frank J. Carmone. Jr.and Scott M. Smith (1989) ,Multidimensional Scaling -Concepts and Applications,Massachusetts:Allyn and Bacon .

Keon, John W.(1983a). "Copy Testing Ads for Imagery Products". Journal of Advertising Research, Vol. 23, No.6, pp.41-48.

Keon, John 0. (1983b).''Product Positioning: TRINODAL Mapping of Brand Images. Ad Images. and Consumer Preference", Journal of Marketing Research, Vol . 20, November, pp, 380-392.

Kruskal, J.B. (1964), " Multidimensional Scaling by Optimizing Goodness of fit to a Nonmetric Hypothesis" ,Psychometrika,#29, pp. 1-27.

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Moinpour. Reza, James M. McCullough, and Douglas L. MacLachlan (1976), "Time Changes in Percetion: A Longitudinal Application fo Multidimensional Scaling", Journal of Marketing Research, Vol, 13. August, pp. 245-253.

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Perry. Michael, Dov Izraeli and Arnon Perry (1976). "Image Change as a Result of Advertising".Journal of Advertising Research,Vol. 16.No. 1. pp.45-50.

Moore, William L, and Russell S. Winer (1987), "A Panel-Data Based Method For Merging Joint Space And Market Response Function Estimation'', Marketing Science,Vol 6, No. 1, pp. 25-42.

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Seggev, Eli (1982), "Testing Persuasion by Strategic Positioning" ,Journal of Advertising Research,Vol.22. No, 1,pp.37-42.

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