Chapter 3 - Positioning Using Multidimensional Scaling Techniques (MDS)

Chapter 3 of Market Structure Analysis The chapter provides a comprehensive analysis of nonmetric multidimensional scaling, including its origin, evolution, and application. The goal is to create an illustration of the scaling process, with topics including form of original input data, statistical processing, and final output. The study provided argues that perception, rather than preference or objective analysis, can best explain selection among major brands.