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What is MDS and Conjoint Analysis in Marketing about?

This document provides an overview of multidimensional scaling (MDS) and conjoint analysis. It defines these techniques, describes their basic concepts and how they are used in marketing applications. It also outlines the key steps involved in conducting MDS and conjoint analysis, including formulating the problem, collecting data, analyzing the results and interpreting the spatial maps or part-worth utilities derived from these techniques.

Author

KANIKA GORAYA

Language

EN