On the Validity and Reliability of Direct Similarity Judgments: A Comment
Robert E. Wilkes, James B. Wilcox
Journal of Marketing Research · 1977 · Volume 14 · Issue 2
DOI: 10.1177/002224377701400215
Abstract
A recent JMR article raised several conceptual issues concerning the use of direct similarity judgments in multidimensional scaling analysis. This comment questions certain portions of the methodology used in the original article.
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