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Journal of Macao Polytechnic Institute 2005 No3
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-
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Journal of Macao Polytechnic Institute 2005 No3
1JE~~-F~7t~AA middot sectJF~1J1JK[9~ middot El3fJAA~tJJJGm1lm-2l middot 1plusmn~9tJ]UJt~mftAA81
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Journal of Macao Polytechnic Institute 2005 No3
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Journal of Macao Polytechnic Institute 2005 No3
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Journal of Macao Polytechnic Institute 2005 No3
If~4t
(I) (1999) SPSS Base 90 User Guide SPSS Inc Chicago IL ISBN 0-13-020390-4
(2) (2004) laquo~~BtH~iyenJraquo ~r~JM17~ftt~ 0
(3) etlmiddot 3t~(1998a) laquofplusmn-1rfJfJEJJraquo ~8J1Ji(J) Jl-t XplusmnJIJifplusmnISBN7-5080-2126-6 0
(4) etlmiddot 3t~(1998b) laquofplusmn-1rfJf1GJJraquo ~8J1JiCf) Jl-t XplusmnJIJifplusmnISBN7-5080-2127-4 0
(5) H~middot $fJKotlerP(2oo3) h-tf~ laquo~-fJfraquo ~l1J1Ji Ji$- Ji$-A~plusmnJIJifplusmn ISBN
7-208-04675-1 0
(6) ~1t jfl ~tlll]1t (2002) laquoSPSS 11 poundit -tt7J-tJr1ffH~ttjf fraquo Jl -t f ~ ~it plusmnJIJifplusmn ISBN 7shy- -
--~ _shy -
113-04789-0 0
(7) ~1 (2005) laquot jfJf 1GJJraquo Jl -t f ~fjtAplusmnJIJifplusmn ISBN 7-80117-730-4
(8) pound$JT Trout Jack E~- ~ -r- ~yt~ (2002) laquo~-0raquo Jl -t f ~Miti~plusmnJIJifplusmn ISBN
7-5005-5437-0 0
(9) ~ yenJ] fl(2003) (UJLRtT~-f Jfraquo Jl -t f ~ ~~ ~ plusmn JIJifplusmn ISBN 7-5064-2472-X 0
(10) ~ (2002) laquoSPssflJfJ ~7Jitt(2raquo) Jl-t lt-tplusmnJIJifplusmn ISBN7-9OOI0l-23-3 0
(II) Churchill G A Iacobucci D (2002) (8th ed) Marketing Research Methodological Foundations Thomas
Learning
(12) Hair J F Bush R P and Ortinau D J (2003) Marketing Research Within a Changing Information
Environment McGraw-Hill Companies Inc
(13) Koo L C (1995) Perceptual Mapping of Various TQM Techniques Proceedings ofThe 9th Asia Quality
Management Symposium Seoul
(14) Kotler Philip (1997) (9th ed) Marketing Management Analysis Planning Implementation and Control
Prentice Hall ISBN 0-13-261363-8
(15) Kruskal J B and Wish M (1978) Multidimensional Scaling Sage University Papers series on Quantitative
Applications in the Social Sciences 07-011 Beverly Hills and London Sage Pubns
(16) McDaniel cGates R (1996) (3rd Ed) Contemporary Marketing Research West Publishing Company
(17) Norusis M J (1993a) SPSS for Windows Base System users Guide Release 60 SPSS Inc Chicago lllinois
ISBN 0-13-178856-6
(18) Norusis M J (1993b) SPSS for Windows Professional Statistics Release 60 SPSS Inc Chicago Illinois
ISBN 0-13-178831-0
I No3
Positioning of Gambling Games via MDS Analysis L C Koo Hannah Koo
Abstract [SBN
Since the liberalization of the gaming industry in Macao marketing activities have become more
and more important to the casino operators To put it simply marketing is the managers responsibility r37shyto reap profit through the process of identifying anticipating and satisfying customers needs The
marketing managers of various casinos need to apply systematic and scientific methods to understand I- rSBN their customers including how they perceive the positioning of different products Positioning is the I
perception of products or services relative positions to each other by a particular customer segment
Gaming is the key industry in Macao This research adopts the Multi-Dimensional Scaling (MDS)
r-ornas technique to analyse the positioning of various games in Macao
L - Key Words Macao Gambling games Positioning MDS
Ie uilitraquo
r- I
r-1Ymiddot
[lOis
bOIs
bullbull
Journal of Macao Polytechnic Institute 2005 No3
= MDS 5ff5n ~lS_=-_
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xfJ0 2002 Kotler 1997 Koo 1995) MDS 1E-ft-ft$~SJfEEJUI)(~m~-J30
$~IyenJ~m~-M$~iE~~~$~-~~~m~ffi~IyenJ$~~mMmmIyenJ~
-~ 7ffifIfIMfm~IyenJ$W~mrnJmfEEsJ~M-~ -M-IDl m~~~mf~(Euclidean) ~
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3i ~
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~ i ~~iE aiitamp $ SJ~~xia
ffif xjt ~ j ~~iE a iitfJt $IyenJ~~ I
~ffl-MfEEJU~IyenJsect~lyenJfEEJUmM~Q~ bullbullbullbulllli-~~~~sect~ffilli
l1sJif--lft1liJ ml~15f)1J ttllJ-iL~~IJiigiPIyenJI fF te-JU 1yenJtfu~~~Uiiz~ffjU-~jtfu
il~~sect~~~lyenJffiftiIJ0
1E-~jt-fuilfF~~m ffjUfF-Mtfu~2iFaIyenJJEEJU~~3Fm-Mamp~~sJ$ Q ~amp~
~-M~~lyenJfEEJU~m~fF-~~il~m~fQ~IyenJ$offifM~~-~~
~lyenJmI~~~m~mM~M~Q~ffl7t~~mfEE bullbullIyenJH~fF tfuil _tJzlHiJf3G7t~~ffl ~fEE~ Interval Data IyenJft~E~ (Symmetric Matrix) lli bull Jt~~~1yenJ MDS(-M9pound~IyenJlX~mf~~~) 0
iEWl1H1f15tT )dr~ft$~sJif--lmI1tt~~-fpoundplusmnO~ 1N~SijM~~fftsJ ~mtleW~~3G~~Q~~MAIyenJ~~mMAlyenJmW~ttW(~tt
l~~o~~ffl~~ffim~lyenJ~fEE~=~~f~~lyenJo~~~~lyenJm~~A~ bull te~3G$t~Fafif--lWf~fJtfFj3F)j(ranking)lyenJ7tifJT fflj3F)j~$~~ mfEE jjJ~lL0
bullbull(Ordinal Data) ~~HjfflMDSIyenJ3FiH(Non-metric)~~ ~77tifJT-rnJ9pound~ bull0
MDS~Q~ bullbullbull~~~-~mfEE9pound~IyenJM~7t~~mbullbull~ft~IyenJplusmnO~lLO
f~ m~mfi(replica ted)MDS te ~~m f~fEEJfH~~HB] IFfHffl iE~~ fif--l~~E~ I
(Dissimilarity matricesjl MDSQ tJffl3OtsL5t~Ij~ft~Q~ ~~m~IyenJ~FaliI(spatial map)0
(~1 2005 McDaniel ~ 1996 Churchill 2002) 0
-famp~~f1~~~~ I
m~3GWliJ~~ifamp~41 iIWJ~ft14fpound1W~~~IyenJiIj3F)jfFmGlyenJ j3F)j~$~
~OO~Aplusmn~te-ft-ftlyenJ1W~~~lyenJffi~~fJttt~(~~-)ffi~lyenJ-ft~ I
-yl sJiL ~=ftif--l1tJIyenJ-ft~-Y21yenJiL tzD~J[tt plusmntfutepJT~14fpound1W~~
~lyenJif--l~I1j3F)jtt~lli ~~pJTfFIyenJtt~~plusmnJJz~fpound1~amp~~m~~1yenJ iEtt~ I0
Igt ~AWB IFffD~=tt~ BWA IFfQfjgm7~~fIQJIyenJtt~~~U~~pJTfFIyenJ~E~ shy
f-~~ftlyenJm~~1IyenJM~iEBm-1m$~~iEm~TfFllilyenJ~~~
lL~1~lli~-f 0 SPSsIyenJMDS7t~~IimJJzllif~1W15t iE7t~mJ[bullbullSij tfflfft bull
-
3
m~EItf(Dissimilarity matrices) ITMDS wHt~~cp ]JOA 7~WlJ~ft~iyenJ1IEi1AjiJlSl
(Demographic data) I)1~Ut-ti7iyenJ7HJT m1tMtQJ I)fJf1~t~U4Mnpt~~J]ffiiH~Hffi5
(segmentation)fIif~I1zm I)T~ 41 1fLfJfWlJ~ft~iyenJA~JlSIiyenJm~5tJT bull 115j~ 18 W~11 22m3C11amp 1151m~M 0 if-~ 71fLJm-21ff 21lliif-~tE21 ~30~Fs~ 4fLif-~tE31 ~40~Fs9
c) 61fLif-~tE 41 ~ 50 ffFs9 2 fLif-~~m- 50 ffamp 151miffiM 0 bull ~~tE~1~t~Iff 16fLtE~1~t~Iff 24fLr~1secttE~1~t~Iffamp1 51m~
Mo
bull I ff~~ 5fLampm-l if- 241fLtE 1~ 10 if- Fs9 41iItE 11 ~ 20 if- Fs9 6fL~~ 20 if-amp 251m~M 0
bull tl~ampfl1W7J3jQf~ 10fLf~1W7J3jQfJt) 1fL~1 fl 3fL~2fl bull 2fL~3fl bull 1 iI~ 4fl 2 fL~ 5fl 2 fL~ 6fl bull 61iIlm 7fl bull 1fLllm 8fl bull 3 fL~ 9 fi middot 11fLlm
10 fl 5 fLlm 12 fl bull 2fLllm 13 fl bull 2fLlm 14 fl 0 ~WlJ~sJ1W3jQf~~5j~~Im 7 EE~r~1W7J3JN1511sect~N0P]EP~iyenJ laquo~1W~1~I~mraquo
~~~mm1sect~WampMyen~~~~fljQf~o~sectM~~~1WfJfmiyenJ1W7J3m~~ftr
~amp~~~~middotreg~WlJ~ft~tE~~~IffiyenJ~~~~~~o~T~~fl1W7J3jQf~iyenJM iEgtpound1-yen- J I Q
bull gl -S~Baccarat-~1sect H ~9 fIJ ftr [gfl~7J31JA 0~AQJ
fJtaff~~9 bull I)~~~itltlli9 W~~WJ 0WJ~~~tsectIU~ fO bull yenflam- fO QJ 1-g3ftr ff~~9sectWJ~~~~tsectfQJ~ ffttr( ~9ftr bull yenflcpM$~-M +-0
bull g2 -1N (J) Cussec (Big-Small)-j CP1Npg=W1NrF7fHBSJtif QJlI -OLgt- -fln---t==l--t=- --I- [ HI1 -w (Q1[flIlZ- 3XiIfJCiF3 r- - IJ ~=I3fx =~ ax 0
bull g3 -mjX~1N Fish-Prawn-Crab Cussec--iNpgiyenJ=fl1Nrl$j~Ij1sectm jX ~ ftrftM0~ bull ampffiamp~oQJfJta~~~~~ampffiB~0
bull g4 - it-~~ Blackjack-rm~IfgtZ1~ltff]iyenJ~~~fO bull ~~~~~it-~~~P
~J fiJtrjj[a1ilisect 0 0T~(J Q K)~+~~ 0 Blackjack~EE-Ace~ bull fIJO-01T~(
+~~Jl1iPJTsectJJJG 0~~fit-~QJI)~~ bull ~OsectWJ~~tsectrPJQJm~5tr~ bull ~01sectyenflcptt
r~QJlI-M+-iyenJ7J3ftro
bull g5 -it1ir5 Boule-m$W~~tsect)) bull ~m1sect-1IEi1w~ampIII1Ji bull 1II1Ji1sect25~ bull 1)1Jtf IU ~ ampttsect ilfffJt a 0
bull g6 -~1Ji Roulette-~1JiJ1sect37Fs~~ bull QJfJtffm-~I~ yen~ ~~~ampf[qliyenJ~ S7 f1=ILgt- 0--rJltt1 I=l
bull g7 -jtMFantan-jtMEE-JtB~fffm NJilEil~amp-JZtJyNP~~~ 0fffrij ~~~tE-JtfffmJmiddot5t~~sectf~iyenJfffmmiddotfIm~N~[gW-~iyenJ15Am~pgiyenJ
fffm~~~T-~~[g~iyenJfffmflifmiddot~~tifo
bull g8 - ~1L PaiKao-I)=+=sectttfffJl1iff~~~ bull EE~A~0P]1Pff bull ffniN
Journal of Macao Polytechnic Institute 2005 No3
1JE~~-F~7t~AA middot sectJF~1J1JK[9~ middot El3fJAA~tJJJGm1lm-2l middot 1plusmn~9tJ]UJt~mftAA81
IJ bull m~tgt]~ft1J~~fm middot ampzJW~ middot tsecth1sectR~-ft~fth~~~fIJ 0
bull g9 -~AA1L Mahjong Pai Kao-Jm~~-mU=+~81~1L~AA middot tJJJG+ftCB fR -~1L1sect-ft) middot EI3~AglG0-P]fF1plusmn middot sectJF~m~AA middot JJJGft81l-~BiR -ft1L~f
JEJm~ middot fJJJGft81~UD)mAA~~IJ~~fD middot ~~IJ~~fm 0
bull glO - - 0-Ef~Of~ 3-card Baccarat-D)~AA~~IJWJplusmn~Ht~JffijJE~813J1f
X middot 9~~~ middot O~~~J ~~lJtsect~~l-~IXsect-J Q KZ0AA~fm 0 ~QtEAAzm0
-2l~~~0-(-M+A) ~IJ(-MA) m~(-M=+) 0
bull gil -~ bull 0 3-card Poker-m1W0-Ef~tsect~ 0 J Q K 1OO~~ middot i
9 ~~~ middot 0 ~~l~~uJ bull tzIJJplusmn~9j~tsect~~~1J middot ~1JD)=t$~-5NAAZ~~IJjJEfm~ 0
bull g12 -~~~~pound Stud Poker-t8-2l7~AAampftEJrm811W~hA middot Q~~~ ~
~gIG ~~amptHt~ middot ~Aamp1plusmn1mfr1J1JKli5N~AA middot Jplusmn~li5NAAfr~fj middot ~
~~Q~D~gIG~AA~o~AQ~~m~~~o
bull g13 -yen3m~ Lucky Wheel--1ItJJJG 52 ~811[sLA~fi middot amp-$t1flJ~-tfi~
1381f15tt middot amp-yen3m~wl1lrfamp middot mff~JTj~81iIi~P~$~f15tt 0
bull g14 - ftEJrm Slot Machine -~~ilftA~~AftEJrmampfiHIH~l~AftEJrm middot ~~
~sect~~A~~~~81Ef_mfim~fimW~mamp~~~~poundm~o
~ MDS ~6~
~T~~-2l741~~~~~mmN811W~3J1f~JE~~m~mff~1I~~JE
liI81JHWCclusters) gtmM-~fi~~bullbullfi~ bullbull gt mM= g8 AAn g9 M~AA1L
gtmM gl Ef_ glO0-Ef_ gil ~bull 0- g4it-~~
gt mM[9 g6 ~fi g5 itliF~ g13 yen3m~
gtmMli g12 ~~~~pound
gt mM g14 ftEJrm
03
-2 -1 o 2
I O+-----I-~-_I_---~---~fU_--~____j
JJt
-1
-2
~MENB1f~fFltf)( middot [f~e31t(1998b)i31JE~ middot MEN~Jitlll~~1iJ l-))~J3tii1~i31JlB
1500] il-i=Ji31ftN 1 middot~U r)m~~ JJJb1~ W faJ1iJb1~ middot ~i31tN~~f)(0
= K m1~~JJ middot ffijlEi31ftN~~f)(m1~~KJ1i 0 tN2~ i=JA W[sectA i311W~Jb1~ middot lEi31~N~~f)(m~~i=JAJb1~ffij~i31~N~~~m~~[sectAJb1~o
-1
-2
9 10
94 911
9 1
o ~
1
92
98 99 97
95
96
913
Journal of Macao Polytechnic Institute 2005 No3
~=Dffl-~~oo~m~~~amp~reg~T~=m~~re~bullbull~~~bullbullm 7155UJ[~Jyen13FJU EE~flm3JI~~~~i1JD)re~~amp~fit~fFD)T~m~ ~-1~~
JfJ~ JJz a~~ 0 ~=1~~ gsectA~ W 9=~~ D)J~W~fit~ -gt 2 - -
~llB1IW15L~fg
~ll19II [ZS] 0
~11W1JDAJ-g-fit~~~i5 ~=fit~~ MI~~ ~D ~1~g B1 = shy- shy~-
- shy _ W
~ ~- fit~= fit~=
g13-yen~~ -199 -074 -011
g14- ftJrm -189 -182 036
g6- ~ -169 018 -022
g5- ttliF5 -143 037 015
g7-m -092 099 08
g3- ~J$1M -089 116 052
g2-1NJf -076 119 -065
g8- ~fL 099 053 066
g12-~Mi~~R 104 -126 -041
g9- 1t~fL 114 027 097
g4- tt-m~ 125 -001 -06
gl- s~ 153 -021 -045
g10-=0s~ 178 -029 004
gll- ~=0 184 -035 009
z
~ fit~- fit~= fit~=
g14- ftJrm -189 -182 036
g12-~Mi~~R 104 -126 -041
g13-yenm~ -199 -074 -011
gll- ~-0 184 -035 009
g10-=0s~ 178 -029 004
gl- S~ 153 -021 -045
g4- tt-m~ 125 -001 -06
g6- ~ -169 018 -022
g9-1t~1L 114 027 097
g5-ttliF5 -143 037 015
g8-~1L 099 053 066
g7-iiIE -092 099 08
g3-~m~ -089 116 -052
g2- IN -076 119 -065
~1tX 1ftshy 1 ft = 1ft-= g2- IN -076 119 -065 g4- it-~~ 125 -001 -06 g3- ~lm~ -089 116 -052 gl- B~ 153 -021 -045 g12- ~M~~R 104 -126 -041 g6-~~ -169 018 -022 g13- yenm~ -199 -074 -011 g10- -=0B~ 178 -029 004 gll- I-=0 184 -035 009 g5- itEiF~ -143 037 015 g14- ft3-T~ -189 -182 036 g8- ~h 099 053 066 g7-iiIE -092 099 08 g9- 1ti~h 114 027 097
MDS~~lli~~$~~~mttm~~~Lm~~~~~~~~m~~~~~
mttg1W~~ltXhA~1~~D~~~~ JJTaslii - amp1ii[g~~UDif(T1W~f~~~w~F
t~3JQ1~~~~pH1ft~ll ~1IDg ~~Zrfl~~~IJ~ttD~ 0
~1~~~fJTlt~~JJ~-~7m~~~~M (~D tE~U 1f-~ IfF~~~) ~~
llg$ 0
bullbull bullbullbull
bullbull
Journal of Macao Polytechnic Institute 2005 No3
15 1i(J) ~~MIi
DO
10 0
05
bullbull tt1ir~ ~ 0
00
-05
$ bullbull 0
-10 shy
tt -15 m
JilT2 -20 0
~h
o ~~h 0
-j =0
tt-lii 108~~ o 8~
0
~itll 0
-20 -15 -10 -05 00 05 10 15 20
15
10
05
~~MIi lill(J)
bullbullDO
0
tt1ir~ 0
0
$ bullbull 0
JilT 0
tt-lii 0 8~
0
=08~00 ~h om_=0
o Ii~~h 0
0
-05 ~itll
0
tt -10 m 2
-15 -2 -1 o 2
-
--- -
r kplusmn~ Ll iflDiillB
~M~~~0~W~~~T~~~
bull fWJ~ftR ~ 41 A WJ~~~~~~plusmn~~~~~tt~~~~~
~W~amp~WJ~~~~bullbull~~ow~~m~m~~re~~o
~~~amp0~~~m~0~~~~~~~bullbull~~~~wtt~~bullbull~~
plusmn~~lL~LlfZS]0 ~ 7sect~~~iWA~tf1vIDSpJTWUf~~lLtsectt ~ L-~tm~~~J~
(fucus GlDup)fF~tt0tJT ~ft~~$1~WGMi MDS B1~0tJT$ 0
tJt~~D~JT~m3Jf~5IA~~r~~m~rn~ffJ ~ L-~yenfF-)X~1W-B11vIDS 0 ~XWG~ft~~~m~mffJU~-~~0~~0~~~U~~~~~~~~
~ rn~8~Jf~ ~ a~rn ~ IIIisect 0
~7~~~~~~~0~~u~bullbullm~mM~-~~fimiddot~bullbullHmiddot ~~fi~~nmiddot~~n~~n~smiddot~0smiddot~~0middottt-~
~~~)t~ W~~middot tt1ir~middot yen~~~~~~~~) ~M1~t~B1m~Jf~~JJUW0shyMDS~WJ~~~~Myen~~~mft~~bullbull~~o
MDs~~1~a~~mf8[yen] rUL-~~~r~~~$bzJtBM1J0tJTii21r~B1ff~amp ~JJU
J1ft~jcrpB1tsect~1J1R 0
MDS ~~~~llfiHtshy~~UT~m~bullbull~$~~tt~affi~~~0~-ln m=ffi~~~
-2 n ~Dlt~m a~fsect1tJB1~ -13 n
I3~ ~flI
(J)
~mm
~ff tt-~~ ttM~ ~~ I~ Ii$fL
~~
Ii$fL
=08
~
-ffiISH
=0 ~~
~pound ~W1IiH flJr~
8~ 0
~(Jj) 0
JJ~~Ififf 0
tt-~ 0
tt1ir~ 0
1liHi 0
II 0
JfL 0
ri~JfL 0
=-08~ 0
Ifi~1 0
t~~~pound 0
~W1IiH 0
flJr~ 0
(Ef3) I1JJU JJO YO (6) 1f~ 21 ~tJTO 21-30~0 31-40~0 41-50 ~O 50~tLl0 (pq) ~~ft~~~IfF ~O ~O (T) IfF~~ -1fL-~T
o 1-101f0 11-201f0 201ftJ-t0 (Dlt))ytit~L-~-t[ Him5~~~1
Journal of Macao Polytechnic Institute 2005 No3
If~4t
(I) (1999) SPSS Base 90 User Guide SPSS Inc Chicago IL ISBN 0-13-020390-4
(2) (2004) laquo~~BtH~iyenJraquo ~r~JM17~ftt~ 0
(3) etlmiddot 3t~(1998a) laquofplusmn-1rfJfJEJJraquo ~8J1Ji(J) Jl-t XplusmnJIJifplusmnISBN7-5080-2126-6 0
(4) etlmiddot 3t~(1998b) laquofplusmn-1rfJf1GJJraquo ~8J1JiCf) Jl-t XplusmnJIJifplusmnISBN7-5080-2127-4 0
(5) H~middot $fJKotlerP(2oo3) h-tf~ laquo~-fJfraquo ~l1J1Ji Ji$- Ji$-A~plusmnJIJifplusmn ISBN
7-208-04675-1 0
(6) ~1t jfl ~tlll]1t (2002) laquoSPSS 11 poundit -tt7J-tJr1ffH~ttjf fraquo Jl -t f ~ ~it plusmnJIJifplusmn ISBN 7shy- -
--~ _shy -
113-04789-0 0
(7) ~1 (2005) laquot jfJf 1GJJraquo Jl -t f ~fjtAplusmnJIJifplusmn ISBN 7-80117-730-4
(8) pound$JT Trout Jack E~- ~ -r- ~yt~ (2002) laquo~-0raquo Jl -t f ~Miti~plusmnJIJifplusmn ISBN
7-5005-5437-0 0
(9) ~ yenJ] fl(2003) (UJLRtT~-f Jfraquo Jl -t f ~ ~~ ~ plusmn JIJifplusmn ISBN 7-5064-2472-X 0
(10) ~ (2002) laquoSPssflJfJ ~7Jitt(2raquo) Jl-t lt-tplusmnJIJifplusmn ISBN7-9OOI0l-23-3 0
(II) Churchill G A Iacobucci D (2002) (8th ed) Marketing Research Methodological Foundations Thomas
Learning
(12) Hair J F Bush R P and Ortinau D J (2003) Marketing Research Within a Changing Information
Environment McGraw-Hill Companies Inc
(13) Koo L C (1995) Perceptual Mapping of Various TQM Techniques Proceedings ofThe 9th Asia Quality
Management Symposium Seoul
(14) Kotler Philip (1997) (9th ed) Marketing Management Analysis Planning Implementation and Control
Prentice Hall ISBN 0-13-261363-8
(15) Kruskal J B and Wish M (1978) Multidimensional Scaling Sage University Papers series on Quantitative
Applications in the Social Sciences 07-011 Beverly Hills and London Sage Pubns
(16) McDaniel cGates R (1996) (3rd Ed) Contemporary Marketing Research West Publishing Company
(17) Norusis M J (1993a) SPSS for Windows Base System users Guide Release 60 SPSS Inc Chicago lllinois
ISBN 0-13-178856-6
(18) Norusis M J (1993b) SPSS for Windows Professional Statistics Release 60 SPSS Inc Chicago Illinois
ISBN 0-13-178831-0
I No3
Positioning of Gambling Games via MDS Analysis L C Koo Hannah Koo
Abstract [SBN
Since the liberalization of the gaming industry in Macao marketing activities have become more
and more important to the casino operators To put it simply marketing is the managers responsibility r37shyto reap profit through the process of identifying anticipating and satisfying customers needs The
marketing managers of various casinos need to apply systematic and scientific methods to understand I- rSBN their customers including how they perceive the positioning of different products Positioning is the I
perception of products or services relative positions to each other by a particular customer segment
Gaming is the key industry in Macao This research adopts the Multi-Dimensional Scaling (MDS)
r-ornas technique to analyse the positioning of various games in Macao
L - Key Words Macao Gambling games Positioning MDS
Ie uilitraquo
r- I
r-1Ymiddot
[lOis
bOIs
3
m~EItf(Dissimilarity matrices) ITMDS wHt~~cp ]JOA 7~WlJ~ft~iyenJ1IEi1AjiJlSl
(Demographic data) I)1~Ut-ti7iyenJ7HJT m1tMtQJ I)fJf1~t~U4Mnpt~~J]ffiiH~Hffi5
(segmentation)fIif~I1zm I)T~ 41 1fLfJfWlJ~ft~iyenJA~JlSIiyenJm~5tJT bull 115j~ 18 W~11 22m3C11amp 1151m~M 0 if-~ 71fLJm-21ff 21lliif-~tE21 ~30~Fs~ 4fLif-~tE31 ~40~Fs9
c) 61fLif-~tE 41 ~ 50 ffFs9 2 fLif-~~m- 50 ffamp 151miffiM 0 bull ~~tE~1~t~Iff 16fLtE~1~t~Iff 24fLr~1secttE~1~t~Iffamp1 51m~
Mo
bull I ff~~ 5fLampm-l if- 241fLtE 1~ 10 if- Fs9 41iItE 11 ~ 20 if- Fs9 6fL~~ 20 if-amp 251m~M 0
bull tl~ampfl1W7J3jQf~ 10fLf~1W7J3jQfJt) 1fL~1 fl 3fL~2fl bull 2fL~3fl bull 1 iI~ 4fl 2 fL~ 5fl 2 fL~ 6fl bull 61iIlm 7fl bull 1fLllm 8fl bull 3 fL~ 9 fi middot 11fLlm
10 fl 5 fLlm 12 fl bull 2fLllm 13 fl bull 2fLlm 14 fl 0 ~WlJ~sJ1W3jQf~~5j~~Im 7 EE~r~1W7J3JN1511sect~N0P]EP~iyenJ laquo~1W~1~I~mraquo
~~~mm1sect~WampMyen~~~~fljQf~o~sectM~~~1WfJfmiyenJ1W7J3m~~ftr
~amp~~~~middotreg~WlJ~ft~tE~~~IffiyenJ~~~~~~o~T~~fl1W7J3jQf~iyenJM iEgtpound1-yen- J I Q
bull gl -S~Baccarat-~1sect H ~9 fIJ ftr [gfl~7J31JA 0~AQJ
fJtaff~~9 bull I)~~~itltlli9 W~~WJ 0WJ~~~tsectIU~ fO bull yenflam- fO QJ 1-g3ftr ff~~9sectWJ~~~~tsectfQJ~ ffttr( ~9ftr bull yenflcpM$~-M +-0
bull g2 -1N (J) Cussec (Big-Small)-j CP1Npg=W1NrF7fHBSJtif QJlI -OLgt- -fln---t==l--t=- --I- [ HI1 -w (Q1[flIlZ- 3XiIfJCiF3 r- - IJ ~=I3fx =~ ax 0
bull g3 -mjX~1N Fish-Prawn-Crab Cussec--iNpgiyenJ=fl1Nrl$j~Ij1sectm jX ~ ftrftM0~ bull ampffiamp~oQJfJta~~~~~ampffiB~0
bull g4 - it-~~ Blackjack-rm~IfgtZ1~ltff]iyenJ~~~fO bull ~~~~~it-~~~P
~J fiJtrjj[a1ilisect 0 0T~(J Q K)~+~~ 0 Blackjack~EE-Ace~ bull fIJO-01T~(
+~~Jl1iPJTsectJJJG 0~~fit-~QJI)~~ bull ~OsectWJ~~tsectrPJQJm~5tr~ bull ~01sectyenflcptt
r~QJlI-M+-iyenJ7J3ftro
bull g5 -it1ir5 Boule-m$W~~tsect)) bull ~m1sect-1IEi1w~ampIII1Ji bull 1II1Ji1sect25~ bull 1)1Jtf IU ~ ampttsect ilfffJt a 0
bull g6 -~1Ji Roulette-~1JiJ1sect37Fs~~ bull QJfJtffm-~I~ yen~ ~~~ampf[qliyenJ~ S7 f1=ILgt- 0--rJltt1 I=l
bull g7 -jtMFantan-jtMEE-JtB~fffm NJilEil~amp-JZtJyNP~~~ 0fffrij ~~~tE-JtfffmJmiddot5t~~sectf~iyenJfffmmiddotfIm~N~[gW-~iyenJ15Am~pgiyenJ
fffm~~~T-~~[g~iyenJfffmflifmiddot~~tifo
bull g8 - ~1L PaiKao-I)=+=sectttfffJl1iff~~~ bull EE~A~0P]1Pff bull ffniN
Journal of Macao Polytechnic Institute 2005 No3
1JE~~-F~7t~AA middot sectJF~1J1JK[9~ middot El3fJAA~tJJJGm1lm-2l middot 1plusmn~9tJ]UJt~mftAA81
IJ bull m~tgt]~ft1J~~fm middot ampzJW~ middot tsecth1sectR~-ft~fth~~~fIJ 0
bull g9 -~AA1L Mahjong Pai Kao-Jm~~-mU=+~81~1L~AA middot tJJJG+ftCB fR -~1L1sect-ft) middot EI3~AglG0-P]fF1plusmn middot sectJF~m~AA middot JJJGft81l-~BiR -ft1L~f
JEJm~ middot fJJJGft81~UD)mAA~~IJ~~fD middot ~~IJ~~fm 0
bull glO - - 0-Ef~Of~ 3-card Baccarat-D)~AA~~IJWJplusmn~Ht~JffijJE~813J1f
X middot 9~~~ middot O~~~J ~~lJtsect~~l-~IXsect-J Q KZ0AA~fm 0 ~QtEAAzm0
-2l~~~0-(-M+A) ~IJ(-MA) m~(-M=+) 0
bull gil -~ bull 0 3-card Poker-m1W0-Ef~tsect~ 0 J Q K 1OO~~ middot i
9 ~~~ middot 0 ~~l~~uJ bull tzIJJplusmn~9j~tsect~~~1J middot ~1JD)=t$~-5NAAZ~~IJjJEfm~ 0
bull g12 -~~~~pound Stud Poker-t8-2l7~AAampftEJrm811W~hA middot Q~~~ ~
~gIG ~~amptHt~ middot ~Aamp1plusmn1mfr1J1JKli5N~AA middot Jplusmn~li5NAAfr~fj middot ~
~~Q~D~gIG~AA~o~AQ~~m~~~o
bull g13 -yen3m~ Lucky Wheel--1ItJJJG 52 ~811[sLA~fi middot amp-$t1flJ~-tfi~
1381f15tt middot amp-yen3m~wl1lrfamp middot mff~JTj~81iIi~P~$~f15tt 0
bull g14 - ftEJrm Slot Machine -~~ilftA~~AftEJrmampfiHIH~l~AftEJrm middot ~~
~sect~~A~~~~81Ef_mfim~fimW~mamp~~~~poundm~o
~ MDS ~6~
~T~~-2l741~~~~~mmN811W~3J1f~JE~~m~mff~1I~~JE
liI81JHWCclusters) gtmM-~fi~~bullbullfi~ bullbull gt mM= g8 AAn g9 M~AA1L
gtmM gl Ef_ glO0-Ef_ gil ~bull 0- g4it-~~
gt mM[9 g6 ~fi g5 itliF~ g13 yen3m~
gtmMli g12 ~~~~pound
gt mM g14 ftEJrm
03
-2 -1 o 2
I O+-----I-~-_I_---~---~fU_--~____j
JJt
-1
-2
~MENB1f~fFltf)( middot [f~e31t(1998b)i31JE~ middot MEN~Jitlll~~1iJ l-))~J3tii1~i31JlB
1500] il-i=Ji31ftN 1 middot~U r)m~~ JJJb1~ W faJ1iJb1~ middot ~i31tN~~f)(0
= K m1~~JJ middot ffijlEi31ftN~~f)(m1~~KJ1i 0 tN2~ i=JA W[sectA i311W~Jb1~ middot lEi31~N~~f)(m~~i=JAJb1~ffij~i31~N~~~m~~[sectAJb1~o
-1
-2
9 10
94 911
9 1
o ~
1
92
98 99 97
95
96
913
Journal of Macao Polytechnic Institute 2005 No3
~=Dffl-~~oo~m~~~amp~reg~T~=m~~re~bullbull~~~bullbullm 7155UJ[~Jyen13FJU EE~flm3JI~~~~i1JD)re~~amp~fit~fFD)T~m~ ~-1~~
JfJ~ JJz a~~ 0 ~=1~~ gsectA~ W 9=~~ D)J~W~fit~ -gt 2 - -
~llB1IW15L~fg
~ll19II [ZS] 0
~11W1JDAJ-g-fit~~~i5 ~=fit~~ MI~~ ~D ~1~g B1 = shy- shy~-
- shy _ W
~ ~- fit~= fit~=
g13-yen~~ -199 -074 -011
g14- ftJrm -189 -182 036
g6- ~ -169 018 -022
g5- ttliF5 -143 037 015
g7-m -092 099 08
g3- ~J$1M -089 116 052
g2-1NJf -076 119 -065
g8- ~fL 099 053 066
g12-~Mi~~R 104 -126 -041
g9- 1t~fL 114 027 097
g4- tt-m~ 125 -001 -06
gl- s~ 153 -021 -045
g10-=0s~ 178 -029 004
gll- ~=0 184 -035 009
z
~ fit~- fit~= fit~=
g14- ftJrm -189 -182 036
g12-~Mi~~R 104 -126 -041
g13-yenm~ -199 -074 -011
gll- ~-0 184 -035 009
g10-=0s~ 178 -029 004
gl- S~ 153 -021 -045
g4- tt-m~ 125 -001 -06
g6- ~ -169 018 -022
g9-1t~1L 114 027 097
g5-ttliF5 -143 037 015
g8-~1L 099 053 066
g7-iiIE -092 099 08
g3-~m~ -089 116 -052
g2- IN -076 119 -065
~1tX 1ftshy 1 ft = 1ft-= g2- IN -076 119 -065 g4- it-~~ 125 -001 -06 g3- ~lm~ -089 116 -052 gl- B~ 153 -021 -045 g12- ~M~~R 104 -126 -041 g6-~~ -169 018 -022 g13- yenm~ -199 -074 -011 g10- -=0B~ 178 -029 004 gll- I-=0 184 -035 009 g5- itEiF~ -143 037 015 g14- ft3-T~ -189 -182 036 g8- ~h 099 053 066 g7-iiIE -092 099 08 g9- 1ti~h 114 027 097
MDS~~lli~~$~~~mttm~~~Lm~~~~~~~~m~~~~~
mttg1W~~ltXhA~1~~D~~~~ JJTaslii - amp1ii[g~~UDif(T1W~f~~~w~F
t~3JQ1~~~~pH1ft~ll ~1IDg ~~Zrfl~~~IJ~ttD~ 0
~1~~~fJTlt~~JJ~-~7m~~~~M (~D tE~U 1f-~ IfF~~~) ~~
llg$ 0
bullbull bullbullbull
bullbull
Journal of Macao Polytechnic Institute 2005 No3
15 1i(J) ~~MIi
DO
10 0
05
bullbull tt1ir~ ~ 0
00
-05
$ bullbull 0
-10 shy
tt -15 m
JilT2 -20 0
~h
o ~~h 0
-j =0
tt-lii 108~~ o 8~
0
~itll 0
-20 -15 -10 -05 00 05 10 15 20
15
10
05
~~MIi lill(J)
bullbullDO
0
tt1ir~ 0
0
$ bullbull 0
JilT 0
tt-lii 0 8~
0
=08~00 ~h om_=0
o Ii~~h 0
0
-05 ~itll
0
tt -10 m 2
-15 -2 -1 o 2
-
--- -
r kplusmn~ Ll iflDiillB
~M~~~0~W~~~T~~~
bull fWJ~ftR ~ 41 A WJ~~~~~~plusmn~~~~~tt~~~~~
~W~amp~WJ~~~~bullbull~~ow~~m~m~~re~~o
~~~amp0~~~m~0~~~~~~~bullbull~~~~wtt~~bullbull~~
plusmn~~lL~LlfZS]0 ~ 7sect~~~iWA~tf1vIDSpJTWUf~~lLtsectt ~ L-~tm~~~J~
(fucus GlDup)fF~tt0tJT ~ft~~$1~WGMi MDS B1~0tJT$ 0
tJt~~D~JT~m3Jf~5IA~~r~~m~rn~ffJ ~ L-~yenfF-)X~1W-B11vIDS 0 ~XWG~ft~~~m~mffJU~-~~0~~0~~~U~~~~~~~~
~ rn~8~Jf~ ~ a~rn ~ IIIisect 0
~7~~~~~~~0~~u~bullbullm~mM~-~~fimiddot~bullbullHmiddot ~~fi~~nmiddot~~n~~n~smiddot~0smiddot~~0middottt-~
~~~)t~ W~~middot tt1ir~middot yen~~~~~~~~) ~M1~t~B1m~Jf~~JJUW0shyMDS~WJ~~~~Myen~~~mft~~bullbull~~o
MDs~~1~a~~mf8[yen] rUL-~~~r~~~$bzJtBM1J0tJTii21r~B1ff~amp ~JJU
J1ft~jcrpB1tsect~1J1R 0
MDS ~~~~llfiHtshy~~UT~m~bullbull~$~~tt~affi~~~0~-ln m=ffi~~~
-2 n ~Dlt~m a~fsect1tJB1~ -13 n
I3~ ~flI
(J)
~mm
~ff tt-~~ ttM~ ~~ I~ Ii$fL
~~
Ii$fL
=08
~
-ffiISH
=0 ~~
~pound ~W1IiH flJr~
8~ 0
~(Jj) 0
JJ~~Ififf 0
tt-~ 0
tt1ir~ 0
1liHi 0
II 0
JfL 0
ri~JfL 0
=-08~ 0
Ifi~1 0
t~~~pound 0
~W1IiH 0
flJr~ 0
(Ef3) I1JJU JJO YO (6) 1f~ 21 ~tJTO 21-30~0 31-40~0 41-50 ~O 50~tLl0 (pq) ~~ft~~~IfF ~O ~O (T) IfF~~ -1fL-~T
o 1-101f0 11-201f0 201ftJ-t0 (Dlt))ytit~L-~-t[ Him5~~~1
Journal of Macao Polytechnic Institute 2005 No3
If~4t
(I) (1999) SPSS Base 90 User Guide SPSS Inc Chicago IL ISBN 0-13-020390-4
(2) (2004) laquo~~BtH~iyenJraquo ~r~JM17~ftt~ 0
(3) etlmiddot 3t~(1998a) laquofplusmn-1rfJfJEJJraquo ~8J1Ji(J) Jl-t XplusmnJIJifplusmnISBN7-5080-2126-6 0
(4) etlmiddot 3t~(1998b) laquofplusmn-1rfJf1GJJraquo ~8J1JiCf) Jl-t XplusmnJIJifplusmnISBN7-5080-2127-4 0
(5) H~middot $fJKotlerP(2oo3) h-tf~ laquo~-fJfraquo ~l1J1Ji Ji$- Ji$-A~plusmnJIJifplusmn ISBN
7-208-04675-1 0
(6) ~1t jfl ~tlll]1t (2002) laquoSPSS 11 poundit -tt7J-tJr1ffH~ttjf fraquo Jl -t f ~ ~it plusmnJIJifplusmn ISBN 7shy- -
--~ _shy -
113-04789-0 0
(7) ~1 (2005) laquot jfJf 1GJJraquo Jl -t f ~fjtAplusmnJIJifplusmn ISBN 7-80117-730-4
(8) pound$JT Trout Jack E~- ~ -r- ~yt~ (2002) laquo~-0raquo Jl -t f ~Miti~plusmnJIJifplusmn ISBN
7-5005-5437-0 0
(9) ~ yenJ] fl(2003) (UJLRtT~-f Jfraquo Jl -t f ~ ~~ ~ plusmn JIJifplusmn ISBN 7-5064-2472-X 0
(10) ~ (2002) laquoSPssflJfJ ~7Jitt(2raquo) Jl-t lt-tplusmnJIJifplusmn ISBN7-9OOI0l-23-3 0
(II) Churchill G A Iacobucci D (2002) (8th ed) Marketing Research Methodological Foundations Thomas
Learning
(12) Hair J F Bush R P and Ortinau D J (2003) Marketing Research Within a Changing Information
Environment McGraw-Hill Companies Inc
(13) Koo L C (1995) Perceptual Mapping of Various TQM Techniques Proceedings ofThe 9th Asia Quality
Management Symposium Seoul
(14) Kotler Philip (1997) (9th ed) Marketing Management Analysis Planning Implementation and Control
Prentice Hall ISBN 0-13-261363-8
(15) Kruskal J B and Wish M (1978) Multidimensional Scaling Sage University Papers series on Quantitative
Applications in the Social Sciences 07-011 Beverly Hills and London Sage Pubns
(16) McDaniel cGates R (1996) (3rd Ed) Contemporary Marketing Research West Publishing Company
(17) Norusis M J (1993a) SPSS for Windows Base System users Guide Release 60 SPSS Inc Chicago lllinois
ISBN 0-13-178856-6
(18) Norusis M J (1993b) SPSS for Windows Professional Statistics Release 60 SPSS Inc Chicago Illinois
ISBN 0-13-178831-0
I No3
Positioning of Gambling Games via MDS Analysis L C Koo Hannah Koo
Abstract [SBN
Since the liberalization of the gaming industry in Macao marketing activities have become more
and more important to the casino operators To put it simply marketing is the managers responsibility r37shyto reap profit through the process of identifying anticipating and satisfying customers needs The
marketing managers of various casinos need to apply systematic and scientific methods to understand I- rSBN their customers including how they perceive the positioning of different products Positioning is the I
perception of products or services relative positions to each other by a particular customer segment
Gaming is the key industry in Macao This research adopts the Multi-Dimensional Scaling (MDS)
r-ornas technique to analyse the positioning of various games in Macao
L - Key Words Macao Gambling games Positioning MDS
Ie uilitraquo
r- I
r-1Ymiddot
[lOis
bOIs
Journal of Macao Polytechnic Institute 2005 No3
1JE~~-F~7t~AA middot sectJF~1J1JK[9~ middot El3fJAA~tJJJGm1lm-2l middot 1plusmn~9tJ]UJt~mftAA81
IJ bull m~tgt]~ft1J~~fm middot ampzJW~ middot tsecth1sectR~-ft~fth~~~fIJ 0
bull g9 -~AA1L Mahjong Pai Kao-Jm~~-mU=+~81~1L~AA middot tJJJG+ftCB fR -~1L1sect-ft) middot EI3~AglG0-P]fF1plusmn middot sectJF~m~AA middot JJJGft81l-~BiR -ft1L~f
JEJm~ middot fJJJGft81~UD)mAA~~IJ~~fD middot ~~IJ~~fm 0
bull glO - - 0-Ef~Of~ 3-card Baccarat-D)~AA~~IJWJplusmn~Ht~JffijJE~813J1f
X middot 9~~~ middot O~~~J ~~lJtsect~~l-~IXsect-J Q KZ0AA~fm 0 ~QtEAAzm0
-2l~~~0-(-M+A) ~IJ(-MA) m~(-M=+) 0
bull gil -~ bull 0 3-card Poker-m1W0-Ef~tsect~ 0 J Q K 1OO~~ middot i
9 ~~~ middot 0 ~~l~~uJ bull tzIJJplusmn~9j~tsect~~~1J middot ~1JD)=t$~-5NAAZ~~IJjJEfm~ 0
bull g12 -~~~~pound Stud Poker-t8-2l7~AAampftEJrm811W~hA middot Q~~~ ~
~gIG ~~amptHt~ middot ~Aamp1plusmn1mfr1J1JKli5N~AA middot Jplusmn~li5NAAfr~fj middot ~
~~Q~D~gIG~AA~o~AQ~~m~~~o
bull g13 -yen3m~ Lucky Wheel--1ItJJJG 52 ~811[sLA~fi middot amp-$t1flJ~-tfi~
1381f15tt middot amp-yen3m~wl1lrfamp middot mff~JTj~81iIi~P~$~f15tt 0
bull g14 - ftEJrm Slot Machine -~~ilftA~~AftEJrmampfiHIH~l~AftEJrm middot ~~
~sect~~A~~~~81Ef_mfim~fimW~mamp~~~~poundm~o
~ MDS ~6~
~T~~-2l741~~~~~mmN811W~3J1f~JE~~m~mff~1I~~JE
liI81JHWCclusters) gtmM-~fi~~bullbullfi~ bullbull gt mM= g8 AAn g9 M~AA1L
gtmM gl Ef_ glO0-Ef_ gil ~bull 0- g4it-~~
gt mM[9 g6 ~fi g5 itliF~ g13 yen3m~
gtmMli g12 ~~~~pound
gt mM g14 ftEJrm
03
-2 -1 o 2
I O+-----I-~-_I_---~---~fU_--~____j
JJt
-1
-2
~MENB1f~fFltf)( middot [f~e31t(1998b)i31JE~ middot MEN~Jitlll~~1iJ l-))~J3tii1~i31JlB
1500] il-i=Ji31ftN 1 middot~U r)m~~ JJJb1~ W faJ1iJb1~ middot ~i31tN~~f)(0
= K m1~~JJ middot ffijlEi31ftN~~f)(m1~~KJ1i 0 tN2~ i=JA W[sectA i311W~Jb1~ middot lEi31~N~~f)(m~~i=JAJb1~ffij~i31~N~~~m~~[sectAJb1~o
-1
-2
9 10
94 911
9 1
o ~
1
92
98 99 97
95
96
913
Journal of Macao Polytechnic Institute 2005 No3
~=Dffl-~~oo~m~~~amp~reg~T~=m~~re~bullbull~~~bullbullm 7155UJ[~Jyen13FJU EE~flm3JI~~~~i1JD)re~~amp~fit~fFD)T~m~ ~-1~~
JfJ~ JJz a~~ 0 ~=1~~ gsectA~ W 9=~~ D)J~W~fit~ -gt 2 - -
~llB1IW15L~fg
~ll19II [ZS] 0
~11W1JDAJ-g-fit~~~i5 ~=fit~~ MI~~ ~D ~1~g B1 = shy- shy~-
- shy _ W
~ ~- fit~= fit~=
g13-yen~~ -199 -074 -011
g14- ftJrm -189 -182 036
g6- ~ -169 018 -022
g5- ttliF5 -143 037 015
g7-m -092 099 08
g3- ~J$1M -089 116 052
g2-1NJf -076 119 -065
g8- ~fL 099 053 066
g12-~Mi~~R 104 -126 -041
g9- 1t~fL 114 027 097
g4- tt-m~ 125 -001 -06
gl- s~ 153 -021 -045
g10-=0s~ 178 -029 004
gll- ~=0 184 -035 009
z
~ fit~- fit~= fit~=
g14- ftJrm -189 -182 036
g12-~Mi~~R 104 -126 -041
g13-yenm~ -199 -074 -011
gll- ~-0 184 -035 009
g10-=0s~ 178 -029 004
gl- S~ 153 -021 -045
g4- tt-m~ 125 -001 -06
g6- ~ -169 018 -022
g9-1t~1L 114 027 097
g5-ttliF5 -143 037 015
g8-~1L 099 053 066
g7-iiIE -092 099 08
g3-~m~ -089 116 -052
g2- IN -076 119 -065
~1tX 1ftshy 1 ft = 1ft-= g2- IN -076 119 -065 g4- it-~~ 125 -001 -06 g3- ~lm~ -089 116 -052 gl- B~ 153 -021 -045 g12- ~M~~R 104 -126 -041 g6-~~ -169 018 -022 g13- yenm~ -199 -074 -011 g10- -=0B~ 178 -029 004 gll- I-=0 184 -035 009 g5- itEiF~ -143 037 015 g14- ft3-T~ -189 -182 036 g8- ~h 099 053 066 g7-iiIE -092 099 08 g9- 1ti~h 114 027 097
MDS~~lli~~$~~~mttm~~~Lm~~~~~~~~m~~~~~
mttg1W~~ltXhA~1~~D~~~~ JJTaslii - amp1ii[g~~UDif(T1W~f~~~w~F
t~3JQ1~~~~pH1ft~ll ~1IDg ~~Zrfl~~~IJ~ttD~ 0
~1~~~fJTlt~~JJ~-~7m~~~~M (~D tE~U 1f-~ IfF~~~) ~~
llg$ 0
bullbull bullbullbull
bullbull
Journal of Macao Polytechnic Institute 2005 No3
15 1i(J) ~~MIi
DO
10 0
05
bullbull tt1ir~ ~ 0
00
-05
$ bullbull 0
-10 shy
tt -15 m
JilT2 -20 0
~h
o ~~h 0
-j =0
tt-lii 108~~ o 8~
0
~itll 0
-20 -15 -10 -05 00 05 10 15 20
15
10
05
~~MIi lill(J)
bullbullDO
0
tt1ir~ 0
0
$ bullbull 0
JilT 0
tt-lii 0 8~
0
=08~00 ~h om_=0
o Ii~~h 0
0
-05 ~itll
0
tt -10 m 2
-15 -2 -1 o 2
-
--- -
r kplusmn~ Ll iflDiillB
~M~~~0~W~~~T~~~
bull fWJ~ftR ~ 41 A WJ~~~~~~plusmn~~~~~tt~~~~~
~W~amp~WJ~~~~bullbull~~ow~~m~m~~re~~o
~~~amp0~~~m~0~~~~~~~bullbull~~~~wtt~~bullbull~~
plusmn~~lL~LlfZS]0 ~ 7sect~~~iWA~tf1vIDSpJTWUf~~lLtsectt ~ L-~tm~~~J~
(fucus GlDup)fF~tt0tJT ~ft~~$1~WGMi MDS B1~0tJT$ 0
tJt~~D~JT~m3Jf~5IA~~r~~m~rn~ffJ ~ L-~yenfF-)X~1W-B11vIDS 0 ~XWG~ft~~~m~mffJU~-~~0~~0~~~U~~~~~~~~
~ rn~8~Jf~ ~ a~rn ~ IIIisect 0
~7~~~~~~~0~~u~bullbullm~mM~-~~fimiddot~bullbullHmiddot ~~fi~~nmiddot~~n~~n~smiddot~0smiddot~~0middottt-~
~~~)t~ W~~middot tt1ir~middot yen~~~~~~~~) ~M1~t~B1m~Jf~~JJUW0shyMDS~WJ~~~~Myen~~~mft~~bullbull~~o
MDs~~1~a~~mf8[yen] rUL-~~~r~~~$bzJtBM1J0tJTii21r~B1ff~amp ~JJU
J1ft~jcrpB1tsect~1J1R 0
MDS ~~~~llfiHtshy~~UT~m~bullbull~$~~tt~affi~~~0~-ln m=ffi~~~
-2 n ~Dlt~m a~fsect1tJB1~ -13 n
I3~ ~flI
(J)
~mm
~ff tt-~~ ttM~ ~~ I~ Ii$fL
~~
Ii$fL
=08
~
-ffiISH
=0 ~~
~pound ~W1IiH flJr~
8~ 0
~(Jj) 0
JJ~~Ififf 0
tt-~ 0
tt1ir~ 0
1liHi 0
II 0
JfL 0
ri~JfL 0
=-08~ 0
Ifi~1 0
t~~~pound 0
~W1IiH 0
flJr~ 0
(Ef3) I1JJU JJO YO (6) 1f~ 21 ~tJTO 21-30~0 31-40~0 41-50 ~O 50~tLl0 (pq) ~~ft~~~IfF ~O ~O (T) IfF~~ -1fL-~T
o 1-101f0 11-201f0 201ftJ-t0 (Dlt))ytit~L-~-t[ Him5~~~1
Journal of Macao Polytechnic Institute 2005 No3
If~4t
(I) (1999) SPSS Base 90 User Guide SPSS Inc Chicago IL ISBN 0-13-020390-4
(2) (2004) laquo~~BtH~iyenJraquo ~r~JM17~ftt~ 0
(3) etlmiddot 3t~(1998a) laquofplusmn-1rfJfJEJJraquo ~8J1Ji(J) Jl-t XplusmnJIJifplusmnISBN7-5080-2126-6 0
(4) etlmiddot 3t~(1998b) laquofplusmn-1rfJf1GJJraquo ~8J1JiCf) Jl-t XplusmnJIJifplusmnISBN7-5080-2127-4 0
(5) H~middot $fJKotlerP(2oo3) h-tf~ laquo~-fJfraquo ~l1J1Ji Ji$- Ji$-A~plusmnJIJifplusmn ISBN
7-208-04675-1 0
(6) ~1t jfl ~tlll]1t (2002) laquoSPSS 11 poundit -tt7J-tJr1ffH~ttjf fraquo Jl -t f ~ ~it plusmnJIJifplusmn ISBN 7shy- -
--~ _shy -
113-04789-0 0
(7) ~1 (2005) laquot jfJf 1GJJraquo Jl -t f ~fjtAplusmnJIJifplusmn ISBN 7-80117-730-4
(8) pound$JT Trout Jack E~- ~ -r- ~yt~ (2002) laquo~-0raquo Jl -t f ~Miti~plusmnJIJifplusmn ISBN
7-5005-5437-0 0
(9) ~ yenJ] fl(2003) (UJLRtT~-f Jfraquo Jl -t f ~ ~~ ~ plusmn JIJifplusmn ISBN 7-5064-2472-X 0
(10) ~ (2002) laquoSPssflJfJ ~7Jitt(2raquo) Jl-t lt-tplusmnJIJifplusmn ISBN7-9OOI0l-23-3 0
(II) Churchill G A Iacobucci D (2002) (8th ed) Marketing Research Methodological Foundations Thomas
Learning
(12) Hair J F Bush R P and Ortinau D J (2003) Marketing Research Within a Changing Information
Environment McGraw-Hill Companies Inc
(13) Koo L C (1995) Perceptual Mapping of Various TQM Techniques Proceedings ofThe 9th Asia Quality
Management Symposium Seoul
(14) Kotler Philip (1997) (9th ed) Marketing Management Analysis Planning Implementation and Control
Prentice Hall ISBN 0-13-261363-8
(15) Kruskal J B and Wish M (1978) Multidimensional Scaling Sage University Papers series on Quantitative
Applications in the Social Sciences 07-011 Beverly Hills and London Sage Pubns
(16) McDaniel cGates R (1996) (3rd Ed) Contemporary Marketing Research West Publishing Company
(17) Norusis M J (1993a) SPSS for Windows Base System users Guide Release 60 SPSS Inc Chicago lllinois
ISBN 0-13-178856-6
(18) Norusis M J (1993b) SPSS for Windows Professional Statistics Release 60 SPSS Inc Chicago Illinois
ISBN 0-13-178831-0
I No3
Positioning of Gambling Games via MDS Analysis L C Koo Hannah Koo
Abstract [SBN
Since the liberalization of the gaming industry in Macao marketing activities have become more
and more important to the casino operators To put it simply marketing is the managers responsibility r37shyto reap profit through the process of identifying anticipating and satisfying customers needs The
marketing managers of various casinos need to apply systematic and scientific methods to understand I- rSBN their customers including how they perceive the positioning of different products Positioning is the I
perception of products or services relative positions to each other by a particular customer segment
Gaming is the key industry in Macao This research adopts the Multi-Dimensional Scaling (MDS)
r-ornas technique to analyse the positioning of various games in Macao
L - Key Words Macao Gambling games Positioning MDS
Ie uilitraquo
r- I
r-1Ymiddot
[lOis
bOIs
03
-2 -1 o 2
I O+-----I-~-_I_---~---~fU_--~____j
JJt
-1
-2
~MENB1f~fFltf)( middot [f~e31t(1998b)i31JE~ middot MEN~Jitlll~~1iJ l-))~J3tii1~i31JlB
1500] il-i=Ji31ftN 1 middot~U r)m~~ JJJb1~ W faJ1iJb1~ middot ~i31tN~~f)(0
= K m1~~JJ middot ffijlEi31ftN~~f)(m1~~KJ1i 0 tN2~ i=JA W[sectA i311W~Jb1~ middot lEi31~N~~f)(m~~i=JAJb1~ffij~i31~N~~~m~~[sectAJb1~o
-1
-2
9 10
94 911
9 1
o ~
1
92
98 99 97
95
96
913
Journal of Macao Polytechnic Institute 2005 No3
~=Dffl-~~oo~m~~~amp~reg~T~=m~~re~bullbull~~~bullbullm 7155UJ[~Jyen13FJU EE~flm3JI~~~~i1JD)re~~amp~fit~fFD)T~m~ ~-1~~
JfJ~ JJz a~~ 0 ~=1~~ gsectA~ W 9=~~ D)J~W~fit~ -gt 2 - -
~llB1IW15L~fg
~ll19II [ZS] 0
~11W1JDAJ-g-fit~~~i5 ~=fit~~ MI~~ ~D ~1~g B1 = shy- shy~-
- shy _ W
~ ~- fit~= fit~=
g13-yen~~ -199 -074 -011
g14- ftJrm -189 -182 036
g6- ~ -169 018 -022
g5- ttliF5 -143 037 015
g7-m -092 099 08
g3- ~J$1M -089 116 052
g2-1NJf -076 119 -065
g8- ~fL 099 053 066
g12-~Mi~~R 104 -126 -041
g9- 1t~fL 114 027 097
g4- tt-m~ 125 -001 -06
gl- s~ 153 -021 -045
g10-=0s~ 178 -029 004
gll- ~=0 184 -035 009
z
~ fit~- fit~= fit~=
g14- ftJrm -189 -182 036
g12-~Mi~~R 104 -126 -041
g13-yenm~ -199 -074 -011
gll- ~-0 184 -035 009
g10-=0s~ 178 -029 004
gl- S~ 153 -021 -045
g4- tt-m~ 125 -001 -06
g6- ~ -169 018 -022
g9-1t~1L 114 027 097
g5-ttliF5 -143 037 015
g8-~1L 099 053 066
g7-iiIE -092 099 08
g3-~m~ -089 116 -052
g2- IN -076 119 -065
~1tX 1ftshy 1 ft = 1ft-= g2- IN -076 119 -065 g4- it-~~ 125 -001 -06 g3- ~lm~ -089 116 -052 gl- B~ 153 -021 -045 g12- ~M~~R 104 -126 -041 g6-~~ -169 018 -022 g13- yenm~ -199 -074 -011 g10- -=0B~ 178 -029 004 gll- I-=0 184 -035 009 g5- itEiF~ -143 037 015 g14- ft3-T~ -189 -182 036 g8- ~h 099 053 066 g7-iiIE -092 099 08 g9- 1ti~h 114 027 097
MDS~~lli~~$~~~mttm~~~Lm~~~~~~~~m~~~~~
mttg1W~~ltXhA~1~~D~~~~ JJTaslii - amp1ii[g~~UDif(T1W~f~~~w~F
t~3JQ1~~~~pH1ft~ll ~1IDg ~~Zrfl~~~IJ~ttD~ 0
~1~~~fJTlt~~JJ~-~7m~~~~M (~D tE~U 1f-~ IfF~~~) ~~
llg$ 0
bullbull bullbullbull
bullbull
Journal of Macao Polytechnic Institute 2005 No3
15 1i(J) ~~MIi
DO
10 0
05
bullbull tt1ir~ ~ 0
00
-05
$ bullbull 0
-10 shy
tt -15 m
JilT2 -20 0
~h
o ~~h 0
-j =0
tt-lii 108~~ o 8~
0
~itll 0
-20 -15 -10 -05 00 05 10 15 20
15
10
05
~~MIi lill(J)
bullbullDO
0
tt1ir~ 0
0
$ bullbull 0
JilT 0
tt-lii 0 8~
0
=08~00 ~h om_=0
o Ii~~h 0
0
-05 ~itll
0
tt -10 m 2
-15 -2 -1 o 2
-
--- -
r kplusmn~ Ll iflDiillB
~M~~~0~W~~~T~~~
bull fWJ~ftR ~ 41 A WJ~~~~~~plusmn~~~~~tt~~~~~
~W~amp~WJ~~~~bullbull~~ow~~m~m~~re~~o
~~~amp0~~~m~0~~~~~~~bullbull~~~~wtt~~bullbull~~
plusmn~~lL~LlfZS]0 ~ 7sect~~~iWA~tf1vIDSpJTWUf~~lLtsectt ~ L-~tm~~~J~
(fucus GlDup)fF~tt0tJT ~ft~~$1~WGMi MDS B1~0tJT$ 0
tJt~~D~JT~m3Jf~5IA~~r~~m~rn~ffJ ~ L-~yenfF-)X~1W-B11vIDS 0 ~XWG~ft~~~m~mffJU~-~~0~~0~~~U~~~~~~~~
~ rn~8~Jf~ ~ a~rn ~ IIIisect 0
~7~~~~~~~0~~u~bullbullm~mM~-~~fimiddot~bullbullHmiddot ~~fi~~nmiddot~~n~~n~smiddot~0smiddot~~0middottt-~
~~~)t~ W~~middot tt1ir~middot yen~~~~~~~~) ~M1~t~B1m~Jf~~JJUW0shyMDS~WJ~~~~Myen~~~mft~~bullbull~~o
MDs~~1~a~~mf8[yen] rUL-~~~r~~~$bzJtBM1J0tJTii21r~B1ff~amp ~JJU
J1ft~jcrpB1tsect~1J1R 0
MDS ~~~~llfiHtshy~~UT~m~bullbull~$~~tt~affi~~~0~-ln m=ffi~~~
-2 n ~Dlt~m a~fsect1tJB1~ -13 n
I3~ ~flI
(J)
~mm
~ff tt-~~ ttM~ ~~ I~ Ii$fL
~~
Ii$fL
=08
~
-ffiISH
=0 ~~
~pound ~W1IiH flJr~
8~ 0
~(Jj) 0
JJ~~Ififf 0
tt-~ 0
tt1ir~ 0
1liHi 0
II 0
JfL 0
ri~JfL 0
=-08~ 0
Ifi~1 0
t~~~pound 0
~W1IiH 0
flJr~ 0
(Ef3) I1JJU JJO YO (6) 1f~ 21 ~tJTO 21-30~0 31-40~0 41-50 ~O 50~tLl0 (pq) ~~ft~~~IfF ~O ~O (T) IfF~~ -1fL-~T
o 1-101f0 11-201f0 201ftJ-t0 (Dlt))ytit~L-~-t[ Him5~~~1
Journal of Macao Polytechnic Institute 2005 No3
If~4t
(I) (1999) SPSS Base 90 User Guide SPSS Inc Chicago IL ISBN 0-13-020390-4
(2) (2004) laquo~~BtH~iyenJraquo ~r~JM17~ftt~ 0
(3) etlmiddot 3t~(1998a) laquofplusmn-1rfJfJEJJraquo ~8J1Ji(J) Jl-t XplusmnJIJifplusmnISBN7-5080-2126-6 0
(4) etlmiddot 3t~(1998b) laquofplusmn-1rfJf1GJJraquo ~8J1JiCf) Jl-t XplusmnJIJifplusmnISBN7-5080-2127-4 0
(5) H~middot $fJKotlerP(2oo3) h-tf~ laquo~-fJfraquo ~l1J1Ji Ji$- Ji$-A~plusmnJIJifplusmn ISBN
7-208-04675-1 0
(6) ~1t jfl ~tlll]1t (2002) laquoSPSS 11 poundit -tt7J-tJr1ffH~ttjf fraquo Jl -t f ~ ~it plusmnJIJifplusmn ISBN 7shy- -
--~ _shy -
113-04789-0 0
(7) ~1 (2005) laquot jfJf 1GJJraquo Jl -t f ~fjtAplusmnJIJifplusmn ISBN 7-80117-730-4
(8) pound$JT Trout Jack E~- ~ -r- ~yt~ (2002) laquo~-0raquo Jl -t f ~Miti~plusmnJIJifplusmn ISBN
7-5005-5437-0 0
(9) ~ yenJ] fl(2003) (UJLRtT~-f Jfraquo Jl -t f ~ ~~ ~ plusmn JIJifplusmn ISBN 7-5064-2472-X 0
(10) ~ (2002) laquoSPssflJfJ ~7Jitt(2raquo) Jl-t lt-tplusmnJIJifplusmn ISBN7-9OOI0l-23-3 0
(II) Churchill G A Iacobucci D (2002) (8th ed) Marketing Research Methodological Foundations Thomas
Learning
(12) Hair J F Bush R P and Ortinau D J (2003) Marketing Research Within a Changing Information
Environment McGraw-Hill Companies Inc
(13) Koo L C (1995) Perceptual Mapping of Various TQM Techniques Proceedings ofThe 9th Asia Quality
Management Symposium Seoul
(14) Kotler Philip (1997) (9th ed) Marketing Management Analysis Planning Implementation and Control
Prentice Hall ISBN 0-13-261363-8
(15) Kruskal J B and Wish M (1978) Multidimensional Scaling Sage University Papers series on Quantitative
Applications in the Social Sciences 07-011 Beverly Hills and London Sage Pubns
(16) McDaniel cGates R (1996) (3rd Ed) Contemporary Marketing Research West Publishing Company
(17) Norusis M J (1993a) SPSS for Windows Base System users Guide Release 60 SPSS Inc Chicago lllinois
ISBN 0-13-178856-6
(18) Norusis M J (1993b) SPSS for Windows Professional Statistics Release 60 SPSS Inc Chicago Illinois
ISBN 0-13-178831-0
I No3
Positioning of Gambling Games via MDS Analysis L C Koo Hannah Koo
Abstract [SBN
Since the liberalization of the gaming industry in Macao marketing activities have become more
and more important to the casino operators To put it simply marketing is the managers responsibility r37shyto reap profit through the process of identifying anticipating and satisfying customers needs The
marketing managers of various casinos need to apply systematic and scientific methods to understand I- rSBN their customers including how they perceive the positioning of different products Positioning is the I
perception of products or services relative positions to each other by a particular customer segment
Gaming is the key industry in Macao This research adopts the Multi-Dimensional Scaling (MDS)
r-ornas technique to analyse the positioning of various games in Macao
L - Key Words Macao Gambling games Positioning MDS
Ie uilitraquo
r- I
r-1Ymiddot
[lOis
bOIs
Journal of Macao Polytechnic Institute 2005 No3
~=Dffl-~~oo~m~~~amp~reg~T~=m~~re~bullbull~~~bullbullm 7155UJ[~Jyen13FJU EE~flm3JI~~~~i1JD)re~~amp~fit~fFD)T~m~ ~-1~~
JfJ~ JJz a~~ 0 ~=1~~ gsectA~ W 9=~~ D)J~W~fit~ -gt 2 - -
~llB1IW15L~fg
~ll19II [ZS] 0
~11W1JDAJ-g-fit~~~i5 ~=fit~~ MI~~ ~D ~1~g B1 = shy- shy~-
- shy _ W
~ ~- fit~= fit~=
g13-yen~~ -199 -074 -011
g14- ftJrm -189 -182 036
g6- ~ -169 018 -022
g5- ttliF5 -143 037 015
g7-m -092 099 08
g3- ~J$1M -089 116 052
g2-1NJf -076 119 -065
g8- ~fL 099 053 066
g12-~Mi~~R 104 -126 -041
g9- 1t~fL 114 027 097
g4- tt-m~ 125 -001 -06
gl- s~ 153 -021 -045
g10-=0s~ 178 -029 004
gll- ~=0 184 -035 009
z
~ fit~- fit~= fit~=
g14- ftJrm -189 -182 036
g12-~Mi~~R 104 -126 -041
g13-yenm~ -199 -074 -011
gll- ~-0 184 -035 009
g10-=0s~ 178 -029 004
gl- S~ 153 -021 -045
g4- tt-m~ 125 -001 -06
g6- ~ -169 018 -022
g9-1t~1L 114 027 097
g5-ttliF5 -143 037 015
g8-~1L 099 053 066
g7-iiIE -092 099 08
g3-~m~ -089 116 -052
g2- IN -076 119 -065
~1tX 1ftshy 1 ft = 1ft-= g2- IN -076 119 -065 g4- it-~~ 125 -001 -06 g3- ~lm~ -089 116 -052 gl- B~ 153 -021 -045 g12- ~M~~R 104 -126 -041 g6-~~ -169 018 -022 g13- yenm~ -199 -074 -011 g10- -=0B~ 178 -029 004 gll- I-=0 184 -035 009 g5- itEiF~ -143 037 015 g14- ft3-T~ -189 -182 036 g8- ~h 099 053 066 g7-iiIE -092 099 08 g9- 1ti~h 114 027 097
MDS~~lli~~$~~~mttm~~~Lm~~~~~~~~m~~~~~
mttg1W~~ltXhA~1~~D~~~~ JJTaslii - amp1ii[g~~UDif(T1W~f~~~w~F
t~3JQ1~~~~pH1ft~ll ~1IDg ~~Zrfl~~~IJ~ttD~ 0
~1~~~fJTlt~~JJ~-~7m~~~~M (~D tE~U 1f-~ IfF~~~) ~~
llg$ 0
bullbull bullbullbull
bullbull
Journal of Macao Polytechnic Institute 2005 No3
15 1i(J) ~~MIi
DO
10 0
05
bullbull tt1ir~ ~ 0
00
-05
$ bullbull 0
-10 shy
tt -15 m
JilT2 -20 0
~h
o ~~h 0
-j =0
tt-lii 108~~ o 8~
0
~itll 0
-20 -15 -10 -05 00 05 10 15 20
15
10
05
~~MIi lill(J)
bullbullDO
0
tt1ir~ 0
0
$ bullbull 0
JilT 0
tt-lii 0 8~
0
=08~00 ~h om_=0
o Ii~~h 0
0
-05 ~itll
0
tt -10 m 2
-15 -2 -1 o 2
-
--- -
r kplusmn~ Ll iflDiillB
~M~~~0~W~~~T~~~
bull fWJ~ftR ~ 41 A WJ~~~~~~plusmn~~~~~tt~~~~~
~W~amp~WJ~~~~bullbull~~ow~~m~m~~re~~o
~~~amp0~~~m~0~~~~~~~bullbull~~~~wtt~~bullbull~~
plusmn~~lL~LlfZS]0 ~ 7sect~~~iWA~tf1vIDSpJTWUf~~lLtsectt ~ L-~tm~~~J~
(fucus GlDup)fF~tt0tJT ~ft~~$1~WGMi MDS B1~0tJT$ 0
tJt~~D~JT~m3Jf~5IA~~r~~m~rn~ffJ ~ L-~yenfF-)X~1W-B11vIDS 0 ~XWG~ft~~~m~mffJU~-~~0~~0~~~U~~~~~~~~
~ rn~8~Jf~ ~ a~rn ~ IIIisect 0
~7~~~~~~~0~~u~bullbullm~mM~-~~fimiddot~bullbullHmiddot ~~fi~~nmiddot~~n~~n~smiddot~0smiddot~~0middottt-~
~~~)t~ W~~middot tt1ir~middot yen~~~~~~~~) ~M1~t~B1m~Jf~~JJUW0shyMDS~WJ~~~~Myen~~~mft~~bullbull~~o
MDs~~1~a~~mf8[yen] rUL-~~~r~~~$bzJtBM1J0tJTii21r~B1ff~amp ~JJU
J1ft~jcrpB1tsect~1J1R 0
MDS ~~~~llfiHtshy~~UT~m~bullbull~$~~tt~affi~~~0~-ln m=ffi~~~
-2 n ~Dlt~m a~fsect1tJB1~ -13 n
I3~ ~flI
(J)
~mm
~ff tt-~~ ttM~ ~~ I~ Ii$fL
~~
Ii$fL
=08
~
-ffiISH
=0 ~~
~pound ~W1IiH flJr~
8~ 0
~(Jj) 0
JJ~~Ififf 0
tt-~ 0
tt1ir~ 0
1liHi 0
II 0
JfL 0
ri~JfL 0
=-08~ 0
Ifi~1 0
t~~~pound 0
~W1IiH 0
flJr~ 0
(Ef3) I1JJU JJO YO (6) 1f~ 21 ~tJTO 21-30~0 31-40~0 41-50 ~O 50~tLl0 (pq) ~~ft~~~IfF ~O ~O (T) IfF~~ -1fL-~T
o 1-101f0 11-201f0 201ftJ-t0 (Dlt))ytit~L-~-t[ Him5~~~1
Journal of Macao Polytechnic Institute 2005 No3
If~4t
(I) (1999) SPSS Base 90 User Guide SPSS Inc Chicago IL ISBN 0-13-020390-4
(2) (2004) laquo~~BtH~iyenJraquo ~r~JM17~ftt~ 0
(3) etlmiddot 3t~(1998a) laquofplusmn-1rfJfJEJJraquo ~8J1Ji(J) Jl-t XplusmnJIJifplusmnISBN7-5080-2126-6 0
(4) etlmiddot 3t~(1998b) laquofplusmn-1rfJf1GJJraquo ~8J1JiCf) Jl-t XplusmnJIJifplusmnISBN7-5080-2127-4 0
(5) H~middot $fJKotlerP(2oo3) h-tf~ laquo~-fJfraquo ~l1J1Ji Ji$- Ji$-A~plusmnJIJifplusmn ISBN
7-208-04675-1 0
(6) ~1t jfl ~tlll]1t (2002) laquoSPSS 11 poundit -tt7J-tJr1ffH~ttjf fraquo Jl -t f ~ ~it plusmnJIJifplusmn ISBN 7shy- -
--~ _shy -
113-04789-0 0
(7) ~1 (2005) laquot jfJf 1GJJraquo Jl -t f ~fjtAplusmnJIJifplusmn ISBN 7-80117-730-4
(8) pound$JT Trout Jack E~- ~ -r- ~yt~ (2002) laquo~-0raquo Jl -t f ~Miti~plusmnJIJifplusmn ISBN
7-5005-5437-0 0
(9) ~ yenJ] fl(2003) (UJLRtT~-f Jfraquo Jl -t f ~ ~~ ~ plusmn JIJifplusmn ISBN 7-5064-2472-X 0
(10) ~ (2002) laquoSPssflJfJ ~7Jitt(2raquo) Jl-t lt-tplusmnJIJifplusmn ISBN7-9OOI0l-23-3 0
(II) Churchill G A Iacobucci D (2002) (8th ed) Marketing Research Methodological Foundations Thomas
Learning
(12) Hair J F Bush R P and Ortinau D J (2003) Marketing Research Within a Changing Information
Environment McGraw-Hill Companies Inc
(13) Koo L C (1995) Perceptual Mapping of Various TQM Techniques Proceedings ofThe 9th Asia Quality
Management Symposium Seoul
(14) Kotler Philip (1997) (9th ed) Marketing Management Analysis Planning Implementation and Control
Prentice Hall ISBN 0-13-261363-8
(15) Kruskal J B and Wish M (1978) Multidimensional Scaling Sage University Papers series on Quantitative
Applications in the Social Sciences 07-011 Beverly Hills and London Sage Pubns
(16) McDaniel cGates R (1996) (3rd Ed) Contemporary Marketing Research West Publishing Company
(17) Norusis M J (1993a) SPSS for Windows Base System users Guide Release 60 SPSS Inc Chicago lllinois
ISBN 0-13-178856-6
(18) Norusis M J (1993b) SPSS for Windows Professional Statistics Release 60 SPSS Inc Chicago Illinois
ISBN 0-13-178831-0
I No3
Positioning of Gambling Games via MDS Analysis L C Koo Hannah Koo
Abstract [SBN
Since the liberalization of the gaming industry in Macao marketing activities have become more
and more important to the casino operators To put it simply marketing is the managers responsibility r37shyto reap profit through the process of identifying anticipating and satisfying customers needs The
marketing managers of various casinos need to apply systematic and scientific methods to understand I- rSBN their customers including how they perceive the positioning of different products Positioning is the I
perception of products or services relative positions to each other by a particular customer segment
Gaming is the key industry in Macao This research adopts the Multi-Dimensional Scaling (MDS)
r-ornas technique to analyse the positioning of various games in Macao
L - Key Words Macao Gambling games Positioning MDS
Ie uilitraquo
r- I
r-1Ymiddot
[lOis
bOIs
g7-iiIE -092 099 08
g3-~m~ -089 116 -052
g2- IN -076 119 -065
~1tX 1ftshy 1 ft = 1ft-= g2- IN -076 119 -065 g4- it-~~ 125 -001 -06 g3- ~lm~ -089 116 -052 gl- B~ 153 -021 -045 g12- ~M~~R 104 -126 -041 g6-~~ -169 018 -022 g13- yenm~ -199 -074 -011 g10- -=0B~ 178 -029 004 gll- I-=0 184 -035 009 g5- itEiF~ -143 037 015 g14- ft3-T~ -189 -182 036 g8- ~h 099 053 066 g7-iiIE -092 099 08 g9- 1ti~h 114 027 097
MDS~~lli~~$~~~mttm~~~Lm~~~~~~~~m~~~~~
mttg1W~~ltXhA~1~~D~~~~ JJTaslii - amp1ii[g~~UDif(T1W~f~~~w~F
t~3JQ1~~~~pH1ft~ll ~1IDg ~~Zrfl~~~IJ~ttD~ 0
~1~~~fJTlt~~JJ~-~7m~~~~M (~D tE~U 1f-~ IfF~~~) ~~
llg$ 0
bullbull bullbullbull
bullbull
Journal of Macao Polytechnic Institute 2005 No3
15 1i(J) ~~MIi
DO
10 0
05
bullbull tt1ir~ ~ 0
00
-05
$ bullbull 0
-10 shy
tt -15 m
JilT2 -20 0
~h
o ~~h 0
-j =0
tt-lii 108~~ o 8~
0
~itll 0
-20 -15 -10 -05 00 05 10 15 20
15
10
05
~~MIi lill(J)
bullbullDO
0
tt1ir~ 0
0
$ bullbull 0
JilT 0
tt-lii 0 8~
0
=08~00 ~h om_=0
o Ii~~h 0
0
-05 ~itll
0
tt -10 m 2
-15 -2 -1 o 2
-
--- -
r kplusmn~ Ll iflDiillB
~M~~~0~W~~~T~~~
bull fWJ~ftR ~ 41 A WJ~~~~~~plusmn~~~~~tt~~~~~
~W~amp~WJ~~~~bullbull~~ow~~m~m~~re~~o
~~~amp0~~~m~0~~~~~~~bullbull~~~~wtt~~bullbull~~
plusmn~~lL~LlfZS]0 ~ 7sect~~~iWA~tf1vIDSpJTWUf~~lLtsectt ~ L-~tm~~~J~
(fucus GlDup)fF~tt0tJT ~ft~~$1~WGMi MDS B1~0tJT$ 0
tJt~~D~JT~m3Jf~5IA~~r~~m~rn~ffJ ~ L-~yenfF-)X~1W-B11vIDS 0 ~XWG~ft~~~m~mffJU~-~~0~~0~~~U~~~~~~~~
~ rn~8~Jf~ ~ a~rn ~ IIIisect 0
~7~~~~~~~0~~u~bullbullm~mM~-~~fimiddot~bullbullHmiddot ~~fi~~nmiddot~~n~~n~smiddot~0smiddot~~0middottt-~
~~~)t~ W~~middot tt1ir~middot yen~~~~~~~~) ~M1~t~B1m~Jf~~JJUW0shyMDS~WJ~~~~Myen~~~mft~~bullbull~~o
MDs~~1~a~~mf8[yen] rUL-~~~r~~~$bzJtBM1J0tJTii21r~B1ff~amp ~JJU
J1ft~jcrpB1tsect~1J1R 0
MDS ~~~~llfiHtshy~~UT~m~bullbull~$~~tt~affi~~~0~-ln m=ffi~~~
-2 n ~Dlt~m a~fsect1tJB1~ -13 n
I3~ ~flI
(J)
~mm
~ff tt-~~ ttM~ ~~ I~ Ii$fL
~~
Ii$fL
=08
~
-ffiISH
=0 ~~
~pound ~W1IiH flJr~
8~ 0
~(Jj) 0
JJ~~Ififf 0
tt-~ 0
tt1ir~ 0
1liHi 0
II 0
JfL 0
ri~JfL 0
=-08~ 0
Ifi~1 0
t~~~pound 0
~W1IiH 0
flJr~ 0
(Ef3) I1JJU JJO YO (6) 1f~ 21 ~tJTO 21-30~0 31-40~0 41-50 ~O 50~tLl0 (pq) ~~ft~~~IfF ~O ~O (T) IfF~~ -1fL-~T
o 1-101f0 11-201f0 201ftJ-t0 (Dlt))ytit~L-~-t[ Him5~~~1
Journal of Macao Polytechnic Institute 2005 No3
If~4t
(I) (1999) SPSS Base 90 User Guide SPSS Inc Chicago IL ISBN 0-13-020390-4
(2) (2004) laquo~~BtH~iyenJraquo ~r~JM17~ftt~ 0
(3) etlmiddot 3t~(1998a) laquofplusmn-1rfJfJEJJraquo ~8J1Ji(J) Jl-t XplusmnJIJifplusmnISBN7-5080-2126-6 0
(4) etlmiddot 3t~(1998b) laquofplusmn-1rfJf1GJJraquo ~8J1JiCf) Jl-t XplusmnJIJifplusmnISBN7-5080-2127-4 0
(5) H~middot $fJKotlerP(2oo3) h-tf~ laquo~-fJfraquo ~l1J1Ji Ji$- Ji$-A~plusmnJIJifplusmn ISBN
7-208-04675-1 0
(6) ~1t jfl ~tlll]1t (2002) laquoSPSS 11 poundit -tt7J-tJr1ffH~ttjf fraquo Jl -t f ~ ~it plusmnJIJifplusmn ISBN 7shy- -
--~ _shy -
113-04789-0 0
(7) ~1 (2005) laquot jfJf 1GJJraquo Jl -t f ~fjtAplusmnJIJifplusmn ISBN 7-80117-730-4
(8) pound$JT Trout Jack E~- ~ -r- ~yt~ (2002) laquo~-0raquo Jl -t f ~Miti~plusmnJIJifplusmn ISBN
7-5005-5437-0 0
(9) ~ yenJ] fl(2003) (UJLRtT~-f Jfraquo Jl -t f ~ ~~ ~ plusmn JIJifplusmn ISBN 7-5064-2472-X 0
(10) ~ (2002) laquoSPssflJfJ ~7Jitt(2raquo) Jl-t lt-tplusmnJIJifplusmn ISBN7-9OOI0l-23-3 0
(II) Churchill G A Iacobucci D (2002) (8th ed) Marketing Research Methodological Foundations Thomas
Learning
(12) Hair J F Bush R P and Ortinau D J (2003) Marketing Research Within a Changing Information
Environment McGraw-Hill Companies Inc
(13) Koo L C (1995) Perceptual Mapping of Various TQM Techniques Proceedings ofThe 9th Asia Quality
Management Symposium Seoul
(14) Kotler Philip (1997) (9th ed) Marketing Management Analysis Planning Implementation and Control
Prentice Hall ISBN 0-13-261363-8
(15) Kruskal J B and Wish M (1978) Multidimensional Scaling Sage University Papers series on Quantitative
Applications in the Social Sciences 07-011 Beverly Hills and London Sage Pubns
(16) McDaniel cGates R (1996) (3rd Ed) Contemporary Marketing Research West Publishing Company
(17) Norusis M J (1993a) SPSS for Windows Base System users Guide Release 60 SPSS Inc Chicago lllinois
ISBN 0-13-178856-6
(18) Norusis M J (1993b) SPSS for Windows Professional Statistics Release 60 SPSS Inc Chicago Illinois
ISBN 0-13-178831-0
I No3
Positioning of Gambling Games via MDS Analysis L C Koo Hannah Koo
Abstract [SBN
Since the liberalization of the gaming industry in Macao marketing activities have become more
and more important to the casino operators To put it simply marketing is the managers responsibility r37shyto reap profit through the process of identifying anticipating and satisfying customers needs The
marketing managers of various casinos need to apply systematic and scientific methods to understand I- rSBN their customers including how they perceive the positioning of different products Positioning is the I
perception of products or services relative positions to each other by a particular customer segment
Gaming is the key industry in Macao This research adopts the Multi-Dimensional Scaling (MDS)
r-ornas technique to analyse the positioning of various games in Macao
L - Key Words Macao Gambling games Positioning MDS
Ie uilitraquo
r- I
r-1Ymiddot
[lOis
bOIs
bullbull bullbullbull
bullbull
Journal of Macao Polytechnic Institute 2005 No3
15 1i(J) ~~MIi
DO
10 0
05
bullbull tt1ir~ ~ 0
00
-05
$ bullbull 0
-10 shy
tt -15 m
JilT2 -20 0
~h
o ~~h 0
-j =0
tt-lii 108~~ o 8~
0
~itll 0
-20 -15 -10 -05 00 05 10 15 20
15
10
05
~~MIi lill(J)
bullbullDO
0
tt1ir~ 0
0
$ bullbull 0
JilT 0
tt-lii 0 8~
0
=08~00 ~h om_=0
o Ii~~h 0
0
-05 ~itll
0
tt -10 m 2
-15 -2 -1 o 2
-
--- -
r kplusmn~ Ll iflDiillB
~M~~~0~W~~~T~~~
bull fWJ~ftR ~ 41 A WJ~~~~~~plusmn~~~~~tt~~~~~
~W~amp~WJ~~~~bullbull~~ow~~m~m~~re~~o
~~~amp0~~~m~0~~~~~~~bullbull~~~~wtt~~bullbull~~
plusmn~~lL~LlfZS]0 ~ 7sect~~~iWA~tf1vIDSpJTWUf~~lLtsectt ~ L-~tm~~~J~
(fucus GlDup)fF~tt0tJT ~ft~~$1~WGMi MDS B1~0tJT$ 0
tJt~~D~JT~m3Jf~5IA~~r~~m~rn~ffJ ~ L-~yenfF-)X~1W-B11vIDS 0 ~XWG~ft~~~m~mffJU~-~~0~~0~~~U~~~~~~~~
~ rn~8~Jf~ ~ a~rn ~ IIIisect 0
~7~~~~~~~0~~u~bullbullm~mM~-~~fimiddot~bullbullHmiddot ~~fi~~nmiddot~~n~~n~smiddot~0smiddot~~0middottt-~
~~~)t~ W~~middot tt1ir~middot yen~~~~~~~~) ~M1~t~B1m~Jf~~JJUW0shyMDS~WJ~~~~Myen~~~mft~~bullbull~~o
MDs~~1~a~~mf8[yen] rUL-~~~r~~~$bzJtBM1J0tJTii21r~B1ff~amp ~JJU
J1ft~jcrpB1tsect~1J1R 0
MDS ~~~~llfiHtshy~~UT~m~bullbull~$~~tt~affi~~~0~-ln m=ffi~~~
-2 n ~Dlt~m a~fsect1tJB1~ -13 n
I3~ ~flI
(J)
~mm
~ff tt-~~ ttM~ ~~ I~ Ii$fL
~~
Ii$fL
=08
~
-ffiISH
=0 ~~
~pound ~W1IiH flJr~
8~ 0
~(Jj) 0
JJ~~Ififf 0
tt-~ 0
tt1ir~ 0
1liHi 0
II 0
JfL 0
ri~JfL 0
=-08~ 0
Ifi~1 0
t~~~pound 0
~W1IiH 0
flJr~ 0
(Ef3) I1JJU JJO YO (6) 1f~ 21 ~tJTO 21-30~0 31-40~0 41-50 ~O 50~tLl0 (pq) ~~ft~~~IfF ~O ~O (T) IfF~~ -1fL-~T
o 1-101f0 11-201f0 201ftJ-t0 (Dlt))ytit~L-~-t[ Him5~~~1
Journal of Macao Polytechnic Institute 2005 No3
If~4t
(I) (1999) SPSS Base 90 User Guide SPSS Inc Chicago IL ISBN 0-13-020390-4
(2) (2004) laquo~~BtH~iyenJraquo ~r~JM17~ftt~ 0
(3) etlmiddot 3t~(1998a) laquofplusmn-1rfJfJEJJraquo ~8J1Ji(J) Jl-t XplusmnJIJifplusmnISBN7-5080-2126-6 0
(4) etlmiddot 3t~(1998b) laquofplusmn-1rfJf1GJJraquo ~8J1JiCf) Jl-t XplusmnJIJifplusmnISBN7-5080-2127-4 0
(5) H~middot $fJKotlerP(2oo3) h-tf~ laquo~-fJfraquo ~l1J1Ji Ji$- Ji$-A~plusmnJIJifplusmn ISBN
7-208-04675-1 0
(6) ~1t jfl ~tlll]1t (2002) laquoSPSS 11 poundit -tt7J-tJr1ffH~ttjf fraquo Jl -t f ~ ~it plusmnJIJifplusmn ISBN 7shy- -
--~ _shy -
113-04789-0 0
(7) ~1 (2005) laquot jfJf 1GJJraquo Jl -t f ~fjtAplusmnJIJifplusmn ISBN 7-80117-730-4
(8) pound$JT Trout Jack E~- ~ -r- ~yt~ (2002) laquo~-0raquo Jl -t f ~Miti~plusmnJIJifplusmn ISBN
7-5005-5437-0 0
(9) ~ yenJ] fl(2003) (UJLRtT~-f Jfraquo Jl -t f ~ ~~ ~ plusmn JIJifplusmn ISBN 7-5064-2472-X 0
(10) ~ (2002) laquoSPssflJfJ ~7Jitt(2raquo) Jl-t lt-tplusmnJIJifplusmn ISBN7-9OOI0l-23-3 0
(II) Churchill G A Iacobucci D (2002) (8th ed) Marketing Research Methodological Foundations Thomas
Learning
(12) Hair J F Bush R P and Ortinau D J (2003) Marketing Research Within a Changing Information
Environment McGraw-Hill Companies Inc
(13) Koo L C (1995) Perceptual Mapping of Various TQM Techniques Proceedings ofThe 9th Asia Quality
Management Symposium Seoul
(14) Kotler Philip (1997) (9th ed) Marketing Management Analysis Planning Implementation and Control
Prentice Hall ISBN 0-13-261363-8
(15) Kruskal J B and Wish M (1978) Multidimensional Scaling Sage University Papers series on Quantitative
Applications in the Social Sciences 07-011 Beverly Hills and London Sage Pubns
(16) McDaniel cGates R (1996) (3rd Ed) Contemporary Marketing Research West Publishing Company
(17) Norusis M J (1993a) SPSS for Windows Base System users Guide Release 60 SPSS Inc Chicago lllinois
ISBN 0-13-178856-6
(18) Norusis M J (1993b) SPSS for Windows Professional Statistics Release 60 SPSS Inc Chicago Illinois
ISBN 0-13-178831-0
I No3
Positioning of Gambling Games via MDS Analysis L C Koo Hannah Koo
Abstract [SBN
Since the liberalization of the gaming industry in Macao marketing activities have become more
and more important to the casino operators To put it simply marketing is the managers responsibility r37shyto reap profit through the process of identifying anticipating and satisfying customers needs The
marketing managers of various casinos need to apply systematic and scientific methods to understand I- rSBN their customers including how they perceive the positioning of different products Positioning is the I
perception of products or services relative positions to each other by a particular customer segment
Gaming is the key industry in Macao This research adopts the Multi-Dimensional Scaling (MDS)
r-ornas technique to analyse the positioning of various games in Macao
L - Key Words Macao Gambling games Positioning MDS
Ie uilitraquo
r- I
r-1Ymiddot
[lOis
bOIs
--- -
r kplusmn~ Ll iflDiillB
~M~~~0~W~~~T~~~
bull fWJ~ftR ~ 41 A WJ~~~~~~plusmn~~~~~tt~~~~~
~W~amp~WJ~~~~bullbull~~ow~~m~m~~re~~o
~~~amp0~~~m~0~~~~~~~bullbull~~~~wtt~~bullbull~~
plusmn~~lL~LlfZS]0 ~ 7sect~~~iWA~tf1vIDSpJTWUf~~lLtsectt ~ L-~tm~~~J~
(fucus GlDup)fF~tt0tJT ~ft~~$1~WGMi MDS B1~0tJT$ 0
tJt~~D~JT~m3Jf~5IA~~r~~m~rn~ffJ ~ L-~yenfF-)X~1W-B11vIDS 0 ~XWG~ft~~~m~mffJU~-~~0~~0~~~U~~~~~~~~
~ rn~8~Jf~ ~ a~rn ~ IIIisect 0
~7~~~~~~~0~~u~bullbullm~mM~-~~fimiddot~bullbullHmiddot ~~fi~~nmiddot~~n~~n~smiddot~0smiddot~~0middottt-~
~~~)t~ W~~middot tt1ir~middot yen~~~~~~~~) ~M1~t~B1m~Jf~~JJUW0shyMDS~WJ~~~~Myen~~~mft~~bullbull~~o
MDs~~1~a~~mf8[yen] rUL-~~~r~~~$bzJtBM1J0tJTii21r~B1ff~amp ~JJU
J1ft~jcrpB1tsect~1J1R 0
MDS ~~~~llfiHtshy~~UT~m~bullbull~$~~tt~affi~~~0~-ln m=ffi~~~
-2 n ~Dlt~m a~fsect1tJB1~ -13 n
I3~ ~flI
(J)
~mm
~ff tt-~~ ttM~ ~~ I~ Ii$fL
~~
Ii$fL
=08
~
-ffiISH
=0 ~~
~pound ~W1IiH flJr~
8~ 0
~(Jj) 0
JJ~~Ififf 0
tt-~ 0
tt1ir~ 0
1liHi 0
II 0
JfL 0
ri~JfL 0
=-08~ 0
Ifi~1 0
t~~~pound 0
~W1IiH 0
flJr~ 0
(Ef3) I1JJU JJO YO (6) 1f~ 21 ~tJTO 21-30~0 31-40~0 41-50 ~O 50~tLl0 (pq) ~~ft~~~IfF ~O ~O (T) IfF~~ -1fL-~T
o 1-101f0 11-201f0 201ftJ-t0 (Dlt))ytit~L-~-t[ Him5~~~1
Journal of Macao Polytechnic Institute 2005 No3
If~4t
(I) (1999) SPSS Base 90 User Guide SPSS Inc Chicago IL ISBN 0-13-020390-4
(2) (2004) laquo~~BtH~iyenJraquo ~r~JM17~ftt~ 0
(3) etlmiddot 3t~(1998a) laquofplusmn-1rfJfJEJJraquo ~8J1Ji(J) Jl-t XplusmnJIJifplusmnISBN7-5080-2126-6 0
(4) etlmiddot 3t~(1998b) laquofplusmn-1rfJf1GJJraquo ~8J1JiCf) Jl-t XplusmnJIJifplusmnISBN7-5080-2127-4 0
(5) H~middot $fJKotlerP(2oo3) h-tf~ laquo~-fJfraquo ~l1J1Ji Ji$- Ji$-A~plusmnJIJifplusmn ISBN
7-208-04675-1 0
(6) ~1t jfl ~tlll]1t (2002) laquoSPSS 11 poundit -tt7J-tJr1ffH~ttjf fraquo Jl -t f ~ ~it plusmnJIJifplusmn ISBN 7shy- -
--~ _shy -
113-04789-0 0
(7) ~1 (2005) laquot jfJf 1GJJraquo Jl -t f ~fjtAplusmnJIJifplusmn ISBN 7-80117-730-4
(8) pound$JT Trout Jack E~- ~ -r- ~yt~ (2002) laquo~-0raquo Jl -t f ~Miti~plusmnJIJifplusmn ISBN
7-5005-5437-0 0
(9) ~ yenJ] fl(2003) (UJLRtT~-f Jfraquo Jl -t f ~ ~~ ~ plusmn JIJifplusmn ISBN 7-5064-2472-X 0
(10) ~ (2002) laquoSPssflJfJ ~7Jitt(2raquo) Jl-t lt-tplusmnJIJifplusmn ISBN7-9OOI0l-23-3 0
(II) Churchill G A Iacobucci D (2002) (8th ed) Marketing Research Methodological Foundations Thomas
Learning
(12) Hair J F Bush R P and Ortinau D J (2003) Marketing Research Within a Changing Information
Environment McGraw-Hill Companies Inc
(13) Koo L C (1995) Perceptual Mapping of Various TQM Techniques Proceedings ofThe 9th Asia Quality
Management Symposium Seoul
(14) Kotler Philip (1997) (9th ed) Marketing Management Analysis Planning Implementation and Control
Prentice Hall ISBN 0-13-261363-8
(15) Kruskal J B and Wish M (1978) Multidimensional Scaling Sage University Papers series on Quantitative
Applications in the Social Sciences 07-011 Beverly Hills and London Sage Pubns
(16) McDaniel cGates R (1996) (3rd Ed) Contemporary Marketing Research West Publishing Company
(17) Norusis M J (1993a) SPSS for Windows Base System users Guide Release 60 SPSS Inc Chicago lllinois
ISBN 0-13-178856-6
(18) Norusis M J (1993b) SPSS for Windows Professional Statistics Release 60 SPSS Inc Chicago Illinois
ISBN 0-13-178831-0
I No3
Positioning of Gambling Games via MDS Analysis L C Koo Hannah Koo
Abstract [SBN
Since the liberalization of the gaming industry in Macao marketing activities have become more
and more important to the casino operators To put it simply marketing is the managers responsibility r37shyto reap profit through the process of identifying anticipating and satisfying customers needs The
marketing managers of various casinos need to apply systematic and scientific methods to understand I- rSBN their customers including how they perceive the positioning of different products Positioning is the I
perception of products or services relative positions to each other by a particular customer segment
Gaming is the key industry in Macao This research adopts the Multi-Dimensional Scaling (MDS)
r-ornas technique to analyse the positioning of various games in Macao
L - Key Words Macao Gambling games Positioning MDS
Ie uilitraquo
r- I
r-1Ymiddot
[lOis
bOIs
Journal of Macao Polytechnic Institute 2005 No3
If~4t
(I) (1999) SPSS Base 90 User Guide SPSS Inc Chicago IL ISBN 0-13-020390-4
(2) (2004) laquo~~BtH~iyenJraquo ~r~JM17~ftt~ 0
(3) etlmiddot 3t~(1998a) laquofplusmn-1rfJfJEJJraquo ~8J1Ji(J) Jl-t XplusmnJIJifplusmnISBN7-5080-2126-6 0
(4) etlmiddot 3t~(1998b) laquofplusmn-1rfJf1GJJraquo ~8J1JiCf) Jl-t XplusmnJIJifplusmnISBN7-5080-2127-4 0
(5) H~middot $fJKotlerP(2oo3) h-tf~ laquo~-fJfraquo ~l1J1Ji Ji$- Ji$-A~plusmnJIJifplusmn ISBN
7-208-04675-1 0
(6) ~1t jfl ~tlll]1t (2002) laquoSPSS 11 poundit -tt7J-tJr1ffH~ttjf fraquo Jl -t f ~ ~it plusmnJIJifplusmn ISBN 7shy- -
--~ _shy -
113-04789-0 0
(7) ~1 (2005) laquot jfJf 1GJJraquo Jl -t f ~fjtAplusmnJIJifplusmn ISBN 7-80117-730-4
(8) pound$JT Trout Jack E~- ~ -r- ~yt~ (2002) laquo~-0raquo Jl -t f ~Miti~plusmnJIJifplusmn ISBN
7-5005-5437-0 0
(9) ~ yenJ] fl(2003) (UJLRtT~-f Jfraquo Jl -t f ~ ~~ ~ plusmn JIJifplusmn ISBN 7-5064-2472-X 0
(10) ~ (2002) laquoSPssflJfJ ~7Jitt(2raquo) Jl-t lt-tplusmnJIJifplusmn ISBN7-9OOI0l-23-3 0
(II) Churchill G A Iacobucci D (2002) (8th ed) Marketing Research Methodological Foundations Thomas
Learning
(12) Hair J F Bush R P and Ortinau D J (2003) Marketing Research Within a Changing Information
Environment McGraw-Hill Companies Inc
(13) Koo L C (1995) Perceptual Mapping of Various TQM Techniques Proceedings ofThe 9th Asia Quality
Management Symposium Seoul
(14) Kotler Philip (1997) (9th ed) Marketing Management Analysis Planning Implementation and Control
Prentice Hall ISBN 0-13-261363-8
(15) Kruskal J B and Wish M (1978) Multidimensional Scaling Sage University Papers series on Quantitative
Applications in the Social Sciences 07-011 Beverly Hills and London Sage Pubns
(16) McDaniel cGates R (1996) (3rd Ed) Contemporary Marketing Research West Publishing Company
(17) Norusis M J (1993a) SPSS for Windows Base System users Guide Release 60 SPSS Inc Chicago lllinois
ISBN 0-13-178856-6
(18) Norusis M J (1993b) SPSS for Windows Professional Statistics Release 60 SPSS Inc Chicago Illinois
ISBN 0-13-178831-0
I No3
Positioning of Gambling Games via MDS Analysis L C Koo Hannah Koo
Abstract [SBN
Since the liberalization of the gaming industry in Macao marketing activities have become more
and more important to the casino operators To put it simply marketing is the managers responsibility r37shyto reap profit through the process of identifying anticipating and satisfying customers needs The
marketing managers of various casinos need to apply systematic and scientific methods to understand I- rSBN their customers including how they perceive the positioning of different products Positioning is the I
perception of products or services relative positions to each other by a particular customer segment
Gaming is the key industry in Macao This research adopts the Multi-Dimensional Scaling (MDS)
r-ornas technique to analyse the positioning of various games in Macao
L - Key Words Macao Gambling games Positioning MDS
Ie uilitraquo
r- I
r-1Ymiddot
[lOis
bOIs
I No3
Positioning of Gambling Games via MDS Analysis L C Koo Hannah Koo
Abstract [SBN
Since the liberalization of the gaming industry in Macao marketing activities have become more
and more important to the casino operators To put it simply marketing is the managers responsibility r37shyto reap profit through the process of identifying anticipating and satisfying customers needs The
marketing managers of various casinos need to apply systematic and scientific methods to understand I- rSBN their customers including how they perceive the positioning of different products Positioning is the I
perception of products or services relative positions to each other by a particular customer segment
Gaming is the key industry in Macao This research adopts the Multi-Dimensional Scaling (MDS)
r-ornas technique to analyse the positioning of various games in Macao
L - Key Words Macao Gambling games Positioning MDS
Ie uilitraquo
r- I
r-1Ymiddot
[lOis
bOIs