Multidimensional Scaling

TAMMO H.A. BIJMOLT and MICHEL WEDEU two-dimensional marking has been applied to a replete(p) figure of merchandise problems, in particular to perceptual mapping base on dissimilitude judgments. The introduction of methods based on the maximal likeliness principle is one of the most important developments. In this article, the authors compargon the trinity available Maximum Likelihood Multidimensional Scaling (MLMDS) methods, namely, MULTISCALE, MAXSCAL, and PROSCAL, and the traditional multidimensional scaling (MDS) method KYST in a three-card monte Carlo study with 243 synthetic data sets. The MLMDS methods exceed KYST with respect to regain the perceptual maps. MAXSCAL recovers the true distances between brands jolly better than MULTISCALE, which is sensibly better than PROSCAL. With regard to distance recovery, the MLMDS methods atomic number 18 quite robust to violations of distributional assumptions. The decision criteria for selecting the number of dimensions are less robust to distributional violations. The results support the use of concurring(a) Akaike Information Criterion for the selection of the number ot dimensions. The authors recommend that inconsistency judgments be collected on interval scales or on ordinal scales with a substantial number of scale values.

The authors look at implications of the results for the design and analysis of perceptual mapping studies. A comparison of Multidimensional Scaling Methods for Perceptual Mapping Multidimensional scaling (MDS) is otie of the hot tools of marketing research (Naumann, Jackson, and Wolfe !994; Wind, Rao. and Green 1991). It is applied to a wid! e range of marketing problems (Cooper 1983), in particular in the demesne of perceptual mapping, for which the purpose Is to derive a spatial represetitation of the market. In the vast majority of these studies, traditional MDS methcxls are employed, much(prenominal) as KYST (Kruskal, Young, and Seery 1977) and INDSCAL (Carroll and Chang 1970), Although the introduction of methods based on the...If you want to carry a full essay, order it on our website: OrderCustomPaper.com

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