Question

What is multidimensional scaling in marketing research?

Answer 1

Multidimensional scaling (MDS) is a means of visualizing the level of similarity of individual cases of a dataset. It refers to a set of related ordination techniques used in information visualization, in particular to display the information contained in a distance matrix.

Answer 2

Multidimensional Scaling (MDS) is a class of procedures for representing perceptions and preferences of respondents spatially by means of visual display.

Perceived psychological relationships among stimuli are represented as geometric relationships among points in multidimensional space.

These geometric representations are often called spacial maps. Multidimensional scaling are use for:

⭐To determine the number and nature of dimensions consumers use to perceive different brands.

⭐To position brands on these dimensions.

⭐To identify the position of consumer’s ideal brand.