Jon is training Lee, a recent graduate who joined the marketing department. Their topic of discussion is multidimensional scaling (MDS), with respect to positioning maps. Jon explains that with MDS, rather than asking customers what is important in a given product or service, MDS simply starts by asking how similar two products or services are for every pair of products or services under consideration in the mapping. Jon’s explanation is consistent with current marketing practices used today

a. Trueb. False

a. True

Explanation:

Multidimensional scaling is an statistical methodology similar to a scatter plot, where several variables are compared.

This is a tool that is utilized in modern marketing because of its usefulness in comparing sets of goods or services, whether their similar or not (the MDS methodology frequently helps to clarify this, showing how closely related the goods or services are on a statistical level).

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