Overview

multidimensional scaling


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(MDS)

A technique used to assist understanding of a consumer's perception of competing brands or products. A ‘perceptual map’ is often drawn showing how consumers perceive competitive products along certain dimensions or attributes. For example, respondents may be asked to rank pairs of brands in terms of their perceived similarities, so that some understanding can be gained of their choice criteria.

Subjects: Science and Mathematics — Social Sciences.


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