Nonmetric multidimensional scaling: a user's guide
Peter Doyle
(London Graduate School of Business Studies, London, UK)
209
Abstract
Outlines the technique of nonmetric multidimensional scaling, revealing its uses and limitations in the field of market research. Presents various study results of consumer perceptions of convenience foods and of weekly newspapers in order to illustrate this. Suggests that nonmetric multidimensional scaling will be of future use in market research.
Keywords
Citation
Doyle, P. (1973), "Nonmetric multidimensional scaling: a user's guide", European Journal of Marketing, Vol. 7 No. 2, pp. 82-88. https://doi.org/10.1108/EUM0000000005103
Publisher
:MCB UP Ltd
Copyright © 1973, MCB UP Limited