Publication date: 09/28/2021
Multidimensional Scaling
Visualize Proximities among a Set of Objects
Multidimensional Scaling (MDS) is a technique that is used to create a visual representation of the pattern of proximities (similarities, dissimilarities, or distances) among a set of objects. For example, given a matrix of distances between cities, MDS can be used to generate a map of the cities in two dimensions.
Multidimensional Scaling is frequently used in consumer research where researchers have measures of perceptions about brands, tastes, or other product attributes. MDS is applicable to many other areas where one is interested in visualizing the proximity of objects based on a set of attributes or proximities.
Figure 10.1 Multidimensional Scaling Example
Contents
Overview of the Multidimensional Scaling Platform
Example of Multidimensional Scaling
Launch the Multidimensional Scaling Platform
The Multidimensional Scaling Report
Multidimensional Scaling Plot
Shepard Diagram
Fit Details
Multidimensional Scaling Platform Options
Waern Links
Additional Example of the Multidimensional Scaling Platform
Statistical Details for the Multidimensional Scaling Platform
Stress
Transformations
Attributes List Format
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