A market researcher who uses multidimensional scaling (MDS)will:
A)attempt to estimate market size by analogy.
B)ask respondents to rate a particular product or brand in terms of multiple characteristics or attributes.
C)ask respondents to evaluate product or brand pairs in terms of similarity.
D)attempt to determine the combination of product features that create the greatest utility for consumers.
E)conduct a focus group.

Question

Quizplus · Accepted Answer

Multidimensional scaling (MDS) is a statistical technique used in market research to analyze similarities or dissimilarities in respondents' perceptions of various products or brands. It involves asking respondents to evaluate pairs of products or brands in terms of their similarity, which helps in understanding how different products are perceived relative to each other in a multidimensional space.

A Market Researcher Who Uses Multidimensional Scaling (MDS)will