dear researchers, i need to develop a perception map through a multidimention scalin (mds) on spss in the framework of measuring brands image, but i need to know how can i define the dimentions. in other word, how can i recognise each of the two dimentions represents (price, or quality ...other attributes)?
Thank you.
David L Morgan
In MDS, like factor analysis, the naming of the dimensions is typically a subjective rather than an empirical process.
There are, however, methods for "injecting" a regression line into the space and determining how well that line fits the data (i.e., relatively little dispersion of points around the regression line).
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