Nonlinear mapping: An alternative to multidimensional scaling for product positioning
Journal of the Academy of Marketing Science · 1991 · Volume 19 · Issue 3
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.
Keywords
Multidimensional Scaling, Product Position, True Structure, Sammon, Degenerate Solution
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