Global Marketing 9th Edition by Warren Keegan,Mark Green

تمرين 6

Below is a table similar to Table that contains eight sports sedan nameplates. You can perform a rudimentary analysis along the lines of multidimensional scaling by ranking them by similarity. Do some research on the different models and see which pair you find to be the most similar. Which pair is the most different? Using these eight brands, create a rough perceptual map. What dimensions would you use to label the axes?
MDS Study Inputs: Similarity Judgment Scales for Pairs of Sport Sedans
Table
MDS Study Inputs: Similarity Judgment Scales for Pairs of Luxury Brands