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- Publisher
- Springer Journals
- Copyright
- 1991 Academy of Marketing Science
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1007/BF02726493
- Publisher site
- See Article on Publisher Site
Abstract
Abstract This study tests and contrasts the ability of multidimensional scaling (MDS) and nonlinear mapping (NLM) in recovering complex data structures in attribute space, and aiding researchers and practitioners in making neighborhood interpretations. The relative merits of both MDS and NLM for product positioning are explored and discussed. A formal comparison of the performance of NLM versus MDS is presented using both simulated and actual data. The results of this study provide direction as to the conditions under which a nonlinear mapping algorithm is preferable over MDS.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: Jun 1, 1991