"Locate products within the framework of an attribute space based on consumer perceptions of similarities and differences among products." Which approach to scaling is made reference to in this quote?
A) Likert scaling
B) Guttman scaling
C) Multidimensional scaling
D) Aggregate scaling

Question

Quizplus · Accepted Answer

The quote is referring to multidimensional scaling, which is a technique used to visually represent and map similarities and differences among products based on consumer perceptions of attributes. Likert scaling and Guttman scaling are both types of rating scales, while aggregate scaling refers to combining multiple items into a single measure. None of these approaches is specifically designed to locate products within an attribute space based on consumer perceptions.

"Locate Products Within the Framework of an Attribute Space Based