A comparison of multidimensional scaling methods for perceptual mapping

Multidimensional scaling has been applied to a wide range of marketing prob lems, in particular to perceptual mapping based on dissimilarity judgments. The introduction of methods based on the maximum likelihood principle is o ne of the most important developments. In this article, the authors compare the three available Maximum Likelihood Multidimensional Scaling (MLMDS) me thods, namely, MULTISCALE, MAXSCAL, and PROSCAL, and the traditional multid imensional scaling (MDS) method KYST in a Monte Carlo study with 243 synthe tic data sets. The MLMDS methods outperform KYST with respect to recovering the perceptual maps. MAXSCAL recovers the true distances between brands so mewhat better than MULTISCALE, which is somewhat better than PROSCAL. With regard to distance recovery, the MLMDS methods are quite robust to violatio ns of distributional assumptions. The decision criteria for selecting the n umber of dimensions are less robust to distributional violations. The resul ts support the use of Consistent Akaike Information Criterion for the selec tion of the number of dimensions. The authors recommend that dissimilarity judgments be collected on interval scales or on ordinal scales with a subst antial number of scale values. The authors discuss implications of the resu lts for the design and analysis of perceptual mapping studies.