What are the steps involved in conducting multidimensional scaling?
What will be an ideal response?
? formulate the problem
? obtain input data
? select an MDS procedure
? decide on the number of dimensions
? label the dimensions and interpret the configuration
? assess reliability and validity
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For a creative brief, the target audience information should contain:
A) only basic demographic information, such as gender and age B) information about the users of a particular product C) not only demographic information, but also psychographic information and any other information that will help the creative better understand the target audience D) past purchase behavior of every company or consumer that has purchased the product in addition to the demographic information
________ is a well-known system based on psychological traits that correlate with consumer behavior. It divides the entire U.S. population into segments and then sells pieces of this information to clients for specific strategic applications
A) VALS™ B) Decitica C) AIO D) PRIZM E) NAICS