Abstract
The purpose of this is to examine evidence for the relative effectiveness of principal components analysis and non-metric multidimensional scaling of the same marketing survey data. The results of this study suggest no substantial differences in the degree of simple structure achieved by any combination of dimensional analysis method or correlation measure.
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© 2015 Academy of Marketing Science
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Balloun, J.L., Oumlil, A.B. (2015). An Exploratory Comparison of Non-Metric Multidimensional Scaling and Principal Components Results for the Same Data. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_99
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DOI: https://doi.org/10.1007/978-3-319-17052-7_99
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17051-0
Online ISBN: 978-3-319-17052-7
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