1. The document summarizes a study that used multidimensional scaling to map customer perceptions of various online travel agencies based on important attributes. 2. The results showed that finding low fares was the most important attribute, followed by security. Expedia and Travelocity were seen as leaders based on these attributes. 3. The study provided insights into how customers differentiate agencies, but could be improved by surveying a wider range of customers and identifying purchase-decision factors.