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M ULTIDIMENSIONAL scaling (MDS) has played an important role in modern marketing analysis. Since 1938, when Richardson published an abstract of the first application of MDS,1 numerous applications of the technique been described in various social science publications. During the 1960s and 1970s, in particular, several important descriptions of marketing applications of MDS procedures appeared in the literature. To invoke the theme of the recent cigarette commercial, it would seem that we have come a long way, baby. Or, we? Just what of significance has MDS contributed to marketing analysis over the past several years? Just as importantly, what is the future outlook for these techniques and what problems are most in need of research?
Paul E. Green (Wed,) studied this question.