Bbsna

1. Multidimensional Scaling
Submitted to: Dr. Vivek
Kumar
Submitted by:
Khushboo
Roll no: 23

2. AGENDA
• What is MDS
• Use of MDS to identify
• Statistics and Terms Associated with MDS
• Conducting MDS

3. Multidimensional Scaling (MDS)
 Multidimensional scaling (MDS) is a class of procedures
for representing perceptions and preferences of
respondents spatial by means of a visual display.
 Perceived or psychological relationships among stimuli
are represented as geometric relationships among points
in a multidimensional space.
 These geometric representations are often called spatial
maps. The axes of the spatial map are assumed to denote
the psychological bases or underlying dimensions
respondents use to form perceptions and preferences for
stimuli.

4. Use of MDS to identify:
 The number and nature of dimensions consumers
use to perceive different brands in the marketplace.
 Positioning of current brands on various dimensions.
 Image measurement.
 Market segmentation.
 New product development.
 Assessing advertising effectiveness.
 Pricing analysis.
 Channel decisions.

5. Statistics and Terms Associated with MDS
Similarity judgments
Preference rankings
Stress
Spatial map
Coordinates

6. Conducting MDS
Assess Reliability and Validity
Label the Dimensions and Interpret the Configuration
Decide on the number of Dimension
Select an MDS Procedure
Obtain Input Data
Formulate the Problem

7. Formulate the

8. Obtain Input Data
MDS Input Data
Perception
Direct (Similarity
Judgment)
Derived
(Attribute Rating)
Preferences

9. Obtain Input Data
Perception Data: Direct
Approaches
The number of pairs to be evaluated is n(n-1)/2,where n is the number of stimuli.

10. Similarity Rating Of Toothpaste Brands

12. Preference data
Preference data is data that focuses on user perceptions.
Preferences refer to certain characteristics that any consumer
wants in order to improve a good or service for himself.

13. Select an MDS Procedure
Non-metric
MDS Metric MDS

16. Label the Dimension and Interpret the
configuration

17. Label the Dimension and Interpret the
configuration
-2.0 -1.5 -1.0 - 0.5 0.0 0.5 1.0 1.5 2.0

18. Assess Reliability and Validity
 The index of fit, or R-square is a squared correlation
index that indicates the proportion of variance of the
optimally scaled data that can be accounted for by
the MDS procedure. Values of 0.60 or better are
considered acceptable.

19. Reference
 Book : Marketing Research Naresh K. Malhotra
 https://www.slideshare.net
 https://youtube.com/@marketingresearchandanalys
9866?feature=shared