Multidimensional scalling method (Simple definition)

Multidimensional scaling is a multivariate technique that is part of Interdependence techniques that focus on the object.

Multivariate techniques are classified into:
1. Dependence Techniques
The technique consists of one or more variable bound.

2. Interdependence Techniques
Which is a technique that focuses on the analysis of the variables or objects of research.

MDS is a procedure to spatially analyze a "consumer perception" based on the graphic map of perception.

Graph maps of perception to describe the position of an object with another object based on the similarity of objects

The usefulness of the MDS are explain how the placement of objects (Positioning Objects) toward the perception, helping to identify new dimensions to the perception map.

MDS usability for producers:
1. Helping positioning of products and items
2. Competing with competitors
3. Determine the best positioning strategy.

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