Multidimensional scaling
A) relies on a prior decision about which dimensions are important
B) depicts categories and brands in terms of attributes displayed on a perceptual map
C) requires collection of data on each attribute of similarity or difference
D) all of the above
E) none of the above

Question

Quizplus · Accepted Answer

MDS is a way to construct "pictures" of markets without a prior decision as to which dimensions are important or collection of any attribute-based data.This short circuits the idea of depicting categories and brands only in terms of their attributes,instead displaying item similarity.

Multidimensional Scaling