Multidimensional scaling attempts to
A)map consumers' perceptions and preferences for objects or their attributes.
B)provide spatial relationships of objective data.
C)map and transform distances.
D)evaluate the positive and negative aspects of existing brands of a product.
E)provide a perceptual map in the maximum number of dimensions possible.

Question

Quizplus · Accepted Answer

Multidimensional scaling is a technique used to analyze and represent a consumer's perception of a product or brand. It creates a spatial map from consumer data. It finds the underlying structure in the data and then maps the similarities and differences between the attributes of the objects being analyzed.

Multidimensional Scaling Attempts to