Multidimensional scaling (MDS) refers to a class of techniques that use proximities among objects. A proximity is a number that indicates how similar or different the objects are perceived to be.
Accordingly, I want to execute content analysis of some products so as to group them based on certain features (especially congruent and incongruent brand features). In this case, I don't want to engaged any consumer's or user's perception or preference. it is going to be entirely done by the researcher by naturalistic observation - content analysis.
The simple answer is "you can do whatever you want', the complex part is the burden you have explaining why you undertook this particular approach and further, why it would be of interest to others. That goes to the context you provide, the expected consumer of your research, and what the goal is. there is almost infinite number of types, and even more techniques and methods, as long as your upfront and honest, and not make any overly broad claims.
Consider medical research: https://news.harvard.edu/gazette/story/2004/04/scientists-discuss-experiments-on-self/ "Examples of self-experimentation range from physician Santorio Santorio’s 30-year, daily measurements of his weight, food intake, and bodily waste in the 16th century, to physician and physiologist Werner Forssmann’s experiments in 1929 and 1935 in which he inserted a catheter into a vein in his arm and pushed the tube up into his heart (he later won a Nobel Prize), to less harrowing contemporary practices such as blood draws, knee MRIs, and urine analyses."
- Badges
- Science topic
- Similar topics
- Correction