An Exploratory Analysis of the Nature and Extent of Individual Differences in Perception
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American Marketing Association
Abstract
Consumer perceptions of 12 leisure activities were examined to determine the extent of individual differences. The perceptual variation among respondents was substantially greater than expected by chance. Cluster analysis was used to classify the nature of the observed perceptual differences.
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Citation
Ritchie, J.R. Brent. An Exploratory Analysis of the Nature and Extent of Individual Differences in Perception. Journal of Marketing Research, Vol. XI, No. 1, pp. 41-49, February 1974.
