Lecture 11 FieldworkThis week we are reaching some important meetings with our clients. Make sure to go back and forth
and complete these tasks.
EFS2.sav
MDS.sav
Trust1.sav
Open the MDS data-set in SPSS.
a. Using the ALSCAL program, assume that the data are metric (interval) and compute the distance
matrix between pairs of sports for the 50 respondents with two-dimensional MDS
b. Which sports are the most similar according to consumer perceptions? Which ones are the most
different?
c. Save the final co-ordinates and compute the bivariate correlations with the expert panel evaluations
d. Try the three-dimensional configuration. Which solution works better according to the STRESS value
and R 2 ?
e. Repeat the analysis, this time looking for similarities between respondents for the ten sports on twodimensions
f. How many clusters of consumers appear from the graph?
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