MKT 819 Multidimensional Scaling Exercise

MKT 819 Multidimensional Scaling Exercise - MKT 819...

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1. Build the Model A). We use ANALYZE >SCAKE>MULTIDIMENSIONAL SCALING(ALSCAL), then move 10 stores into VARIBABLES box; B). In the DISTANCES box we check DATA ARE DISTANCES. SHAPE should be SQUARE SYMMETRIC; C). In MODEL, since these data are interval data, we choose INTERVAL, and we also want to know EUCLIDEAN DISTANCE. We check MATRIX in CONDITIONALITY box; D). At last, we check GROUP PLOTS, DATA MATRIX, and MODEL AND OPTIONS SUMMARY in DISPLAY box. Then click OK. 2. Diagnose the model In the output, we find that for this matrix, the final STRESS value = .14155, and RSQ = .89420. Stress is a lack-of-fit measure, and higher values of stress indicate poorer fits. Since good model’s stress is approximately to zero, so this model is not very good because it has a relatively higher stress. At the same time, the RSQ means that 89.42% of variances of the optimally scaled data that can be accounted for by this perceptual mapping. 3.

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MKT 819 Multidimensional Scaling Exercise - MKT 819...

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