Inter-brand comparison of online auction markets

A methodology for studying brand variations in online auction markets is presented. A topological model for such market is a simultaneous graphical display of all the dimensions of its relevant database, which provides a geometrical shape as a descriptive, visual statistics of the market at any particular instance of its development. In particular, various dimensions were identified for constructing a multi-attribute dichotomy that can help discern relative advantages to buyers and sellers using only available, operational data, and without expert knowledge of the items involved or the prices attained. Using a reference subset of diverse cases, the configuration of the dimensions and the angles among them can be optimized for a topology that maximizes the resolution of such dichotomies. The approach is illustrated in a comparative study of four brands of digital cameras on eBay.com. It can be a useful data mining tool in market research, product positioning, and strategic analysis in e-commerce.