When consumers have difficulty in verbalizing their perceptions, and there are different alternative brands of toothpaste, what is the best method of judging them in terms of similarity?
A)cluster analysis
B)MDS
C)dependence techniques
D)factor loading
E)focus group

Question

Quizplus · Accepted Answer

Multidimensional Scaling (MDS) is the best method when consumers have difficulty verbalizing their perceptions and different alternative brands of toothpaste need to be judged in terms of similarity. MDS helps in creating a visual representation of the perceived similarities and dissimilarities between different brands of toothpaste.

When Consumers Have Difficulty in Verbalizing Their Perceptions, and There