General Mills would like to "see" a picture of how its brands are perceived by consumers compared to competitive brands.Which statistical technique can measure brands in multidimensional space on the basis of respondents' judgments of the similarity of the brands?
A)structural equations modeling
B)factor analysis
C)multidimensional scaling
D)partial positioning

Question

Quizplus · Accepted Answer

Multidimensional scaling is the statistical technique that measures brands in multidimensional space on the basis of respondents' judgments of the similarity of the brands. It allows for visualizing the perceived similarities and differences between brands and can help General Mills understand how their brands are perceived in comparison with their competitors. Structural equations modeling and factor analysis are not specifically designed for measuring brand perceptions based on similarity judgments, while partial positioning is not a commonly used statistical technique in this context.

General Mills Would Like to "See" a Picture of How