Question

A market researcher who uses multidimensional scaling (MDS) will?

1) attempt to estimate market size by analogy.
2) ask respondents to rate a particular product or brand in terms of multiple characteristics or attributes.
3) ask respondents to evaluate product or brand pairs in terms of similarity.
4) attempt to determine the combination of product features that create the greatest utility for consumers.
5) conduct a focus group.

Answer 1

A market researcher who uses multidimensional scaling (MDS) will ask respondents to evaluate product or brand pairs in terms of similarity.

Step-by-step explanation:

A market researcher who uses multidimensional scaling (MDS) will ask respondents to evaluate product or brand pairs in terms of similarity. MDS is a statistical technique used to analyze perceptual data and represent it in a low-dimensional space. By asking respondents to evaluate similarity, the researcher can understand how consumers perceive the relationships between different products or brands.