What is Multidimensional Scaling ?

Why Multidimensional scaling ?

Creating Perceptual Map

MDS to other interdependence techniques:

MDS differ to cluster and Factor Analysis in two

Conceptual Approach !!!

Similarities Vs Preference Data

** Hence based on the research question in mind the decision of similarities or preference data must be made.

Perceptual Mapping

Changed Axes

Aggregate and Disaggregate Analysis:

De-compositional And Compositional !!

Metric or Non Metric data