Multidimensional Scaling of Preference Data

Wiley International Encyclopedia of Marketing. 2. pp. 198-205, 2010

4 Pages Posted: 18 Jun 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

Crystal Scott

University of Michigan at Dearborn - School of Management

Date Written: 2010

Abstract

Multidimensional scaling represents a family of various geometric models for the multidimensional representation of the structure in data as well as the corresponding set of methods for fitting such spatial models. Its major uses in marketing include positioning, market segmentation, new-product design, consumer preference analysis, and so on. We present two popular multidimensional scaling models for the analysis of consumer preference data. The first model presented is called the vector or scalar products model that represents brands by points and consumers by vectors in a T-dimensional derived joint space. The second model is called the multidimensional unfolding or ideal point model where both brands and consumers are jointly represented by points in a T-dimensional derived joint space. We contrast the underlying utility assumptions implied by each of these two models with illustrative figures of typical joint spaces derived from each approach. An actual commercial application of consideration to buy large sports utility vehicles is provided with the empirical results from each model discussed. Implications for positioning are also revealed.

Keywords: multidimensional scaling, vector model, unfolding model, positioning analysis, analysis of preference data

Suggested Citation

DeSarbo, Wayne S. and Scott, Crystal, Multidimensional Scaling of Preference Data (2010). Wiley International Encyclopedia of Marketing. 2. pp. 198-205, 2010, Available at SSRN: https://ssrn.com/abstract=2796709

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Crystal Scott

University of Michigan at Dearborn - School of Management ( email )

4901 Evergreen Road
Dearborn, MI 48128-1491
United States

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