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' judgements 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 used to measure brands in multidimensional space on the basis of respondents' judgements of the similarity of the brands. It can visualize the positioning of brands relative to one another and identify patterns or clusters of similarity. Structural equations modeling and factor analysis are not appropriate for this task, and partial positioning is not a commonly recognized statistical technique.

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