Vithala R. Rao is the Deane Malott Professor of Management and Professor of Marketing and Quantitative Methods at Samuel Curtis Johnson Graduate School of Management, Cornell University.
Books Applied Conjoint Analysis, 2014 Applied Multidimensional Scaling: A Comparison of Alternative Approaches and Algorithms, (with P.E. Green), New York: Holt, Rinehart and Winston, Inc., 1972.
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