Perceptual maps and multidimensional scaling - Ideal point preference models
3 important questions on Perceptual maps and multidimensional scaling - Ideal point preference models
What are ideal points?
Each respondent is represented by his/her own point in the same space as the brands. Distance between ideal point and brand represents how much the customer likes the brand.
What is an ideal point model of preferences often called and in what 2 categories are these classified?
- An unfolding model.
- Classified in external unfolding models and internal unfolding models.
What are external unfolding models?
When a perceptual MDS map is obtained from some proximities data and then preference data are overlaid as ideal points.
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