You Are Interested in the Ways That People Decide Between

Essay

You are interested in the ways that people decide between five types of take-out food (i.e., pizza, Chinese food, Indian food, Thai food, fast food [e.g., Burger King]) on any given night. So, on Tuesday, you conduct a unidimensional stimulus scaling study. On Thursday, with a different group of participants, you conduct a multidimensional scaling study using the same five types of take-out food. Explain the procedures you used in your studies on Tuesday and Thursday. Specifically, in your response, describe (a) the key features of the different methodologies you used, (b) the main assumptions for each type of scaling, and (c) the specific ways you would measure participants' comparisons between take-out food. Furthermore, provide example results for each type of scaling that demonstrate the key features of the methodology, and be sure to explain how and why your examples represent unidimensional and multidimensional scaling techniques (for example, draw a two-dimensional graph for the multidimensional scaling, label the dimensions, and indicate where the five types of food would fall along those dimensions).