Article
An In-Class Assignment on Multidimensional Scaling: Creating Perceptual Maps of Current Movies
Business Education Innovation Journal
(2019)
Abstract
Students gain an appreciation of perceptual mapping techniques through an assignment in which they supply their own similarities data for analysis via multidimensional scaling and then analyze the output. By using a product category - current movies - in which students have great interest, and by letting students evaluate their own perceptions, the assignment generates interest in some of the technique's more arcane problems; these include proper labeling of axes, specifying the correct number of dimensions, and designating a suitable number and composition of concepts. Step-by-step instructions for the instructor are provided, as well as a set of questions and answers for assessing students' understanding. Students' assessment of the assignment indicate that they evaluated the assignment favorably in terms of pedagogical merit and affect.
Keywords
- perceptual mapping,
- multidimensional scaling,
- consumer research,
- in-class assignments
Disciplines
Publication Date
June, 2019
Citation Information
Stephen F. Pirog, Gary H. Kritz and Joseph Z. Wisenblit. "An In-Class Assignment on Multidimensional Scaling: Creating Perceptual Maps of Current Movies" Business Education Innovation Journal Vol. 11 Iss. 1 (2019) p. 7 - 13 ISSN: 1945-0915 Available at: http://works.bepress.com/gary-kritz/6/