Suppose an MDS study was to be made among high school seniors for use by the University of Indiana. The goal was to see how Indiana was positioned with respect to the 10 to 20 colleges with which it competes and to determine how students evaluate colleges.
a. How would you determine which colleges should be the object of the MDS study?
b. Generate a list of attributes that you feel should be included in the study. What methods did you use to generate the list?
c. Detail 10 different ways to generate between- object similarities. Which one would you use in the study?
d. Do you think the perceptual map would be different if preference data were used? Can you illustrate any hypothesized difference with an example?