Multidimensional scaling and preference mapping: Promising methods for investigating older adults' physical activity perceptions and preferences

Research on older adult physical activity promotion has lacked methods to m easure older adults' physical activity perceptions and preferences. This ar ticle describes perceptual and preference-mapping marketing techniques for investigating perceived features in physical activities. Using these techni ques, investigators can represent the dimensions in which older adults perc eive physical activity modes, label them, and consider individual differenc es. In this study, older adults compared 13 physical activities and ranked them by preference. A 4-dimensional space satisfactorily represented percep tions, and a 3-dimensional space, preferences. Physical activity perception s varied along orthogonal dimensions of health affordance, intensity, socia l nature, and competitive nature. Categories of preference were revealed as dimensions relating to noncompetitive/self-efficacy attributes, intensity, and gender practices. The authors conclude that older adults' physical act ivity preferences and perceptions can be represented by multiattribute dime nsional spaces. Future research should employ these scaling techniques to d escribe relationships between older adults and multiattribute physical acti vities and determine how they influence perceptions, preferences, and physi cal activity patterns.