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Lookup NU author(s): Professor Ian Clarke
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Analogues are used by retailers as a forecasting method and as performance benchmarks for new sites. This paper outlines an innovative analogue method that uses the ‘intuitive’ field-level judgements of retail directors obtained through cognitive mapping to classify sites according to their similarity to store analogues. The paper also discusses the problems of existing methods of site assessment relating to their tendency to underplay managerial judgements; outlines an innovative qualitative clustering method that mirrors decision-makers' knowledge to identify analogues by their degree of similarity to a new site; and assesses its value with reference to user responses in a live ‘real-time’ decision situation.
Author(s): Clarke I, Mackaness W, Ball B
Publication type: Article
Publication status: Published
Journal: International Review of Retail, Distribution & Consumer Research
Year: 2003
Volume: 13
Issue: 2
Pages: 175-193
Print publication date: 04/06/2010
ISSN (print): 0959-3969
ISSN (electronic): 1466-4402
Publisher: Routledge
URL: http://dx.doi.org/10.1080/0959396032000069577
DOI: 10.1080/0959396032000069577
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