Abstract:

The object of the present paper is to conduct an overview of the main problems associated with the use of multidimensional scaling analysis in marketing, in order to: 1. Recognise their essential dimensions; 2. Present an account of the elements of resolution currently available and; 3. Submit several suggestions that may lead to a better understanding of these problems. The idea of this paper arose from the observation of a surprising contrast between, on the one hand, the present success achieved by these methods in marketing and, on the other hand, the existence of a number of basic problems, not yet resolved, that are implicitly or explicitly present in their implementation and application. In this paper the emphasis is thus deliberately put on the problems raised by these methods at the point of their utilisation rather than that of their development or their technical features.