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Chapter 60: Multidimensional Scaling
Multidimensional scaling (MDS) is a class of procedures for representing perceptions and preferences of respondents spatially by means of a visual display. Perceived or psychological relationships among stimuli are represented as geometric relationships among points in a multidimensional space. These geometric representations are often called spatial maps. The axes of the spatial map are assumed to denote the psychological bases or underlying dimensions respondents use to form perceptions and preferences of stimuli. For example, MDS has been used in marketing to identify the following:
- The number and nature of dimensions consumers use to perceive different brands.
- The positioning of brands on these dimensions.
- The positioning of consumers’ ideal brand on these dimensions.
Information provided by MDS has been used for a variety of marketing ...