Abstract:

The paper commences with a brief discussion of the factors which influence the use of multidimensional techniques in market segmentation studies, and the required conditions for successful use of them. An example is quoted from the magazine field, where a study, limited in objectives after substantial discussion, indicated clearly market opportunities and product form. The merits of non-metric multidimensional scaling are then discussed, together with major disadvantages, and examples given of the application of this technique to specified marketing problems.