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What is Multidimensional Scaling in Marketing about?

Multidimensional scaling (MDS) is a technique used to identify the key dimensions that underlie how respondents evaluate objects. MDS transforms similarity or preference judgments into distances represented in a multidimensional space to create perceptual maps showing the relative positioning of all objects. The researcher must select the objects to evaluate, choose whether to analyze similarities or preferences, and decide if the analysis will be at the individual or aggregate level. MDS differs from other

Author

ajrox09

Language

EN