Market definition for applications development software packages in Canadian MIS/DP departments
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- Abstract
The dissertation uses perceptual positioning techniques in an industrial marketing context for the purpose of market definition, based on proximity (similarity by grouping) and dominance (preference ranking) judgments subsequently processed by Multidimensional Scaling and clustering techniques. Judgments were expressed on stimuli sets that respondents could modify at will and included any brands and concepts involved in applications development for a given computer line. Judgments of MIS/DP managers in Canadian organizations using Digital Equipment Corporation (DEC) VAX and Hewlett-Packard (HP) HP3000 minicomputers resulted in two distinct market definitions which show the respective brands, concepts and respondents in a common joint space. In each case, two respondent populations were used: a demand-side sample chosen at random from the Canadian Information Processing Society's 1986 Computer Census and a supply-side convenience sample of Congos Inc employees. Qualitatively speaking the DEC and HP results are similar: 3-dimensional demand side and 2-dimensional supply-side market definitions, no sub-markets and existing customer segments based on preference. Reliability and validity issues addressed in the research give credibility to the results obtained and encourage further research.
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This work is available on request. You can request a copy at https://library.carleton.ca/forms/request-pdf-copy-thesis
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Copyright © 1987 the author(s). Theses may be used for non-commercial research, educational, or related academic purposes only. Such uses include personal study, research, scholarship, and teaching. Theses may only be shared by linking to Carleton University Institutional Repository and no part may be used without proper attribution to the author. No part may be used for commercial purposes directly or indirectly via a for-profit platform; no adaptation or derivative works are permitted without consent from the copyright owner.
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- 1987
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