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CHAPTER-19
D R D E E PA K C H A W L A NEENA SONDHI
MULTIDIMENSIONAL SCALING
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CONCEPTS AND
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mapping.
corporations or countries.
As a thumb rule, objects are grouped together. The grouped objects are usually evaluated and compared
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The basis of evaluation might be on defined dimensions. The basis of evaluation might be on perceived /subjective
dimensions.
preferences.
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dimensions can be reproduced as attributes in a structured- attributebased questionnaire to validate the existence of the parameters of comparison.
crowded and where a launch opportunity exists. Pricing studies: Spatial maps with and without the price dimension can be made to assess the relevance of price/benefit trade off. Communication effectiveness: Before and after spatial maps can be made to measure new advertising impact or repositioning exercise. CONCEPTS AND
RESEARCH
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D R D E E PA K C H A W L A NEENA SONDHI
RESEARCH
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variables are not defined and the objective is simply to present the comparative evaluations of objects, individuals or brands in the consumers mind space.
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CONCEPTS AND
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or dimensions of commonality.
D R D E E PA K C H A W L A NEENA SONDHI
4:1 ratio of the dimensions desired. Thus for a one dimensional solution we need to have a minimum of four objects.
evaluation.
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similarity/dissimilarity. The data can be obtained for both metric and non metric comparisons. Data from non-metric inputs would be converted into derived distances and plotted. Data from metric data can be plotted as Euclidean distance. The stress between the respondents scores and researchers interpretation is measured using Kruskal stress formula.
CONCEPTS AND
D R D E E PA K C H A W L A NEENA SONDHI
RESEARCH
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Frontline Frontline Society .00 3.00 4.00 7.00 1.00 5.00 1.00 8.00
D R D E E PA K C H A W L A NEENA SONDHI
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selection or rejection. The data can be obtained for both metric and non metric comparisons. Data from non-metric inputs would be in the form of ranking or paired comparison data. Data from metric data can be plotted as Euclidean distance. The stress between the respondents scores and researchers interpretation is measured using Kruskal stress formula.
CONCEPTS AND
D R D E E PA K C H A W L A NEENA SONDHI
RESEARCH
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1 2 3 4 5 6 7 8 9 10
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CONCEPTS AND
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RESEARCH
CONCEPTS AND
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.35 .30
Stress Scores
.25
.20
.15
.10
.05
Number of Dimensions
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CONCEPTS AND
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CONCEPTS AND
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obtained between the derived distances on a configured map and the actual distance as indicated by the respondents choice. The ideal representation would be a stress value of 0%. However, it is acceptable to consider a solution till a 20% stress between the actual and the derived configuration. The R-square value: measures the proportion of the variance of the final scaled solution that can be accounted for by the MDS procedure. The ideal would be 1. However, an R-square value of 0.6 or above is acceptable.
CONCEPTS AND
D R D E E PA K C H A W L A NEENA SONDHI
RESEARCH
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sets of obtained responses into two groups and the MDS obtained by the two groups should more or less match with each other.
different intervals of time to see if the spatial maps stay constant over a time period. brand to measure the resulting spatial map is another way of observing the consistency of results.
RESEARCH
CONCEPTS AND
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3 2 1
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RESEARCH
END OF CHAPTER
CONCEPTS AND