Abstract
In the study of consumer behavior, one is frequently dealing with a number of different products or concepts, searching for points of cognitive discrimination. It is not unusual to measure preference or specific attribution for these products over several descriptors, or within a variety of scenario-dependent situations. Most often these measurements are in the form of rank order profiles. It would seem reasonable, when working with this profile data, to be able to see the profile of descriptors displayed in a multidimensional space along with the stimuli. This article considers nonmetric unfolding methods and their applicability to joint space presentations of two sets of points as a procedure for accomplishing this, and reports on one study where this technique has been utilized in analyzing profile data.
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