When consumers have difficulty in verbalizing their perceptions,and there are different alternative brands of toothpaste,what is the best method of judging them in terms of similarity?
A)cluster analysis
B)multidimensional scaling
C)dependence techniques
D)factor loading
E)focus group

Question

Quizplus · Accepted Answer

Multidimensional scaling (MDS) is the best method for judging brands in terms of similarity when consumers have difficulty verbalizing their perceptions. MDS visually represents the perceptions and relationships between different items (like brands of toothpaste) on a map, making it easier to understand consumer perceptions and the positioning of various brands relative to each other.

When Consumers Have Difficulty in Verbalizing Their Perceptions,and There Are