RESEARCH METHODOLOGY MULTIDIMENSIONAL SCALLING

BY LIRVI WENAS AKIM 100613008 NYGEL TIMAH 100613016 VIVIAN DEREK 100613032 MONICA PANGEMANAN 100613076 CHRISDY RUMERUNG 100613116

Definition of MDS,
Multidimensional scaling (MDS) is a series of techniques that helps the analyst to identify key dimensions underlying

HAT?

respondents evaluations of objects. It is often used in Marketing to

identify key dimensions underlying customer evaluations of products, services or companies. There are two kind MDS based on measurement scale of similar data: - Metric MDS, if the measure scale of data is interval or ratio - Non-metric MDS, if the measure scale of data is nominal or ordinal.

WHO IS THE OBJECT OF MDS?

- Customer
*perceived dimensions
The dimensions perceived by customers may not coincide with

(or even include) the objective dimensions assumed by the

researcher. The evaluations of the dimensions may not be independent and may not agree. For example, one soft drink may be judged

sweeter than another because the first has a fruitier aroma,

although both contain the same amount of sugar

MDS (MULTIDIMENSIONAL SCALLING)

WHERE THE MDS WILL BE USE?

- marketing research for the comparison brand,

- psychology to study the dimensions of personal traits.

- Another is the use of MDS applications using ranking, rating, differentiation of perception, or in voting (voting).

WHEN MDS CAN BE USED?

Identification Of All Relevant Objects To Be Evaluated Similarity versus Preference Data Aggregate versus Disaggregate Analysis

PROPOSAL

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WHY TO USING MDS?

MDS is an extremely flexible technique, one that can model nonlinear relationships and is not bound by the numerous assumptions associated with general linear models or even with factor analyses. The dimensional outputs of MDS can be regressed with more objective variables, which can provide more confidence in the emergent scaling solution and its interpretation Its flexibility and its relative freedom from strict theoretical boundaries, the use of MDS is evident in various psychological domains.

HOW TO USE MDS?

There are several STEP to USE MDS? 1. Input your data into SPSS 2. Then select the menu ANALYZE SCALE MULTIDIMENSIONAL SCALLING (ALSCAL) 3. After the Multidimensional Scaling dialog box appears, enter all variables into the variables box, at SHAPE, select RECTANGULAR, then click the upper right beside MODEL. 4. After the Multidimensional Scaling dialog box appears - Model, then we can choose the Level of Measurement INTERVAL (according to the type of data), and the conditionality is that the comparison is done between the ROW row / column only, then click CONTINUE 5. After the exit to the first dialog box, click OPTIONS, then select GROUP plots, and then click OK 6. The output will displayed
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