Multidimensional Scaling of Consumer Perceptions and Preferences

Examines the use by marketing researchers of a set of techniques, originally developed in mathematical psychology, and termed multidimensional scaling or MDS. States that MDS techniques can operate on a variety of different types of data — they have a common set of objectives and these are examined. Puts forward that MDS techniques seek to represent these relationships in a spatial configuration or model, so that the relationships between brands and variables can be used to aid product positioning and respondents' product requirements can be used as a basis for market segmentation. Proffers that identification of brand images has been approached from two broad directions — the aggregative approach and the disaggregative approach, and goes on to explain these terms and uses in full. Highlights types of scaling and relevant data involving three types of scaling: stimulus space generation; dimension identification; and joint space analysis, discussing these in greater detail. Summarises by stating there rema...