Multi-Dimensional Scaling (MDS)

Case

A TV producer desires to understand the Brand Positioning of 8 TV brands as per

consumer perceptions. For this purpose they have conducted a suitable research in two
parts: Part A and Part B.
The Brands considered were:
1) AIWA 5) Sony
2) Videocon 6) Onida
3) LG 7) Thomson
4) Samsung 8) BPL

In Part A, respondents were shown Cards with the names of 2 Brands on each card. All
possible pairs were shown. Respondents were asked to indicate the distances between the
Brands on each card as per their perceptions on a scale of 0 to 10, with the higher
numbers indicating greater distances. The data thus obtained was averaged out and
converted into a matrix which is given in the Excel file.
In Part B, a matched group of respondents were asked to evaluate the same 8 Brands
on the major drivers of buyer preferences. These were:
a) Picture Quality
b) Sound Quality
c) Price
d) After Sales Service
e) Brand Image.

A data summary of Part B is also provided in the Excel file for your analysis.

Case Questions:

Q.1. Identify the number of Dimensions used by consumers to evaluate the brands.

Q.2. State the Brand Scores on each Dimension (Stimulus Coordinates).

Q.3. Determine the constituent attributes of each dimension by combining the data
obtained from both parts of the research.

Q.4. Label each Dimension based on their Constituent Attributes.

Q.5. Draw Perceptual Maps with the Dimensions as the Axes. Plot the Positions of
each Brand based on their Stimulus Coordinate scores. Interpret the maps
appropriately.

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