Perceptual Mapping Multidimensional Scaling

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Perceptual Mapping (Multidimensional Scaling)

• Marketing 346
• By Jack Jill

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The Super Heroes
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The Survey

• How similar are the following types of SUPER
  HEROES to one another, with "1" Very Similar
  and 10 "Very Dissimilar"?
• Super Man to Spider man Very Similar 1 2 3 4
  5 6 7 8 9 10 Very Dissimilar
• Super Man to Batman Very Similar 1 2 3
  4 5 6 7 8 9 10 Very Dissimilar
• Super Man to Hulk Very Similar 1 2
  3 4 5 6 7 8 9 10 Very Dissimilar
• Super Man to the Flash   Very Similar 1 2 3
  4 5 6 7 8 9 10 Very Dissimilar
• Spider Man to Batman   Very Similar 1 2 3
  4 5 6 7 8 9 10 Very Dissimilar
• Spider Man to Hulk Very Similar 1 2 3
  4 5 6 7 8 9 10 Very Dissimilar
•   
• Spider Man to Flash Very Similar 1 2
  3 4 5 6 7 8 9 10 Very Dissimilar
• Batman to Hulk Very Similar 1 2
  3 4 5 6 7 8 9 10 Very Dissimilar

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Input Similarity Data
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Perceptual Mapping
Note Letter E Represents The Flash