A must-have reference resource for qualitative management researchers, this dictionary contains over 90 entries covering the fundamentals of qualitative methodologies; covering both analysis and implementation. Each entry gives an introduction to the topic, lists the key relevant features, gives a worked example, a concise summary and a selection of further reading suggestions. It is suitable for researchers and academics who need a handy and quick point of reference.
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 ...