The derivation and use of ________ lie at the heart of multidimensional scaling.
A) perceptual maps
B) contrasts
C) pair-wise tables
D) part-worth functions

Question

Quizplus · Accepted Answer

Perceptual maps are used to represent the perceived similarities and differences between objects or concepts. They are created by using multidimensional scaling to reduce the dimensionality of the data and then plotting the objects or concepts in a two-dimensional space.

The Derivation and Use of ________ Lie at the Heart