Open AccessCommentary
Author(s) -
John L. McMennamin
Publication year - 1986
Publication title -
marketing science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 5.938
H-Index - 127
eISSN - 1526-548X
pISSN - 0732-2399
DOI - 10.1287/mksc.5.4.345
Subject(s) - multidimensional scaling , probabilistic logic , marketing , product (mathematics) , similarity (geometry) , preference , representation (politics) , perception , business , computer science , psychology , advertising , economics , mathematics , microeconomics , artificial intelligence , political science , geometry , neuroscience , politics , law , image (mathematics) , machine learning
MacKay and Zinnes (MacKay, D. B., J. L. Zinnes. 1986. A probabilistic model for the multidimensional scaling of proximity and preference data. 325–344.) refer to an exciting period in the late 1960's and early 1970's when MDS was promising new horizons in understanding consumer perceptions. To business, the intriguing aspect of MDS at that time was the orientation towards hypothesis generation. The similarity and dissimilarity judgments which consumers were asked to make produced a representation of brand, product, activity, or sensory material relationships that were not constrained by the preconceived dimensional limits of corporate analysts and managers.