Multidimensional Scaling: An Introduction and Comparison of Nonmetric Unfolding Techniques
Open Access
- 1 August 1969
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 6 (3) , 330-341
- https://doi.org/10.1177/002224376900600308
Abstract
First this article describes some of the basic concepts of multidimensional scaling of similarities and preference data and provides a short description of its historical development. Then it reports an empirical comparison of three computer programs for unfolding preference data to “recover” a stimulus configuration (independently obtained). Results indicate differences among the resulting configurations that reflect the influence of differential weighting of “perceptual” dimensions in the context of preference.Keywords
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