Using Excel’s Solver tool for an in-class assignment on multidimensional scaling

To give students hands-on experience with Multidimensional Scaling (MDS) perceptual mapping, the authors developed an assignment using a customized Excel spreadsheet that walks students through data collection and MDS analysis. Excel’s Solver tool performs the analysis, and perceptual maps are auto-generated. This approach circumvents using specialized software, leveraging students’ access to, and familiarity with, Excel – making it ideal for courses where the use of a statistical software package is not practical. The spreadsheet is available for download in Figshare and easily edited to accommodate any list of eight brands. Survey feedback is favorable for both graduate and undergraduate courses, and provides guidance for improving the experience for students.