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Perceptual maps and multidimensional scaling - Kinds of data - Proximities data

When the pairs are balanced top to bottom , e.g. brand A appears as frequently at the top of the list as in the center and the bottom of the list.

When the question is for example 'which of the following do you buy (check all that apply)'. Gives binary data for all pairs of brands .

High means ' likes a lot ' and low means ' doesn't like a lot '. Opposite of similar and dissimilar numbers.

From the answers a correlation or distance score is computed between each pair of brands, which are put into the MDS.

4 important questions on Perceptual maps and multidimensional scaling - Kinds of data - Proximities data

When the pairs are balanced top to bottom, e.g. brand A appears as frequently at the top of the list as in the center and the bottom of the list.

When the question is for example "which of the following do you buy (check all that apply)". Gives binary data for all pairs of brands.

From the answers a correlation or distance score is computed between each pair of brands, which are put into the MDS.

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