Multidimensional scaling. Research Methods Fall 2010 Tamás Bőhm. Multidimensional scaling (MDS). Earlier methods: measuring the properties of one specific perceptual dimension ( e.g. brightness, pitch ) Simple stimuli with one physical dimension varied S pot of light, pure tones etc.
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Spot of light, pure tones etc.
Faces, melodies, etc.
From a matrix of distances…
Kruskal & Wish, 1978
…it calculates a map…
…but it cannot tell the orientation and the meaning of the axes.
Dissimilarity judgments (0: perfect similarity;100: no similarity)
A vs B: 90
A vs C: 10
A vs D: 55
B vs C: 80
B vs D: 35
C vs D: 45
Dissimilarity matrixMultidimensional scaling
Symmetrical(i.e. A vs B = B vs A)
Dimension 1(from MDS)
Dimension 1: intensity of salt taste
Diet Cherry Coke
Jacobowitz (see Young, 1974):
Additional perceptual dimension revealed