Marketing Research Applications of Non-metric Scaling Methods

Abstract

This paper discusses the experiences gained in conducting a variety of pilot-level applications of multi-dimensional scaling studies in buyer perceptions and evaluations of products and services. One study, dealing with expert vs. non-expert judgements of print advertisements, is examined in some detail as an illustration of the methodology. The paper concludes with a discussion of the major problems-computational, substantive and philosophical-which remain for further research and future developments likely to occur in application of the methodology.

^†Professor of Marketing, University of Pennsylvania, and Lecturer in Economics, University of Waterloo, respectively.

^†Professor of Marketing, University of Pennsylvania, and Lecturer in Economics, University of Waterloo, respectively.