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Alternative Multidimensional Scaling Methods for Large Stimulus Sets

Vithala R. Rao, Ralph Katz

Journal of Marketing Research · 1971 · Volume 8 · Issue 4

DOI: 10.1177/002224377100800413

Abstract

Seven data collection methods available for scaling large stimulus sets are evaluated via simulation under three scaling approaches, using data from a known configuration. Pick or order methods produced better recoveries than subjective methods, and grouping followed by sequential merging was superior to other grouping methods.

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