The creation of _____ lie at the heart of multidimensional scaling.
A) perceptual maps
B) pair-wise tables
C) part-worth functions
D) eigenvalues
E) covariance matrices

Question

Quizplus · Accepted Answer

Perceptual maps are the visual representation of multidimensional scaling that plot the similarity or dissimilarity of brands or products in the mind of the customer. Perceptual maps are created using data gathered through surveys or other research methods, and they help companies visualize how consumers perceive their products in relation to competitors.

The Creation of _____ Lie at the Heart of Multidimensional