Below is a table similar to Table 6-3 that contains eight sports sedan nameplates. You can perform a rudimentary analysis along the lines of multidimensional scaling by ranking them by similarity. Do some research on the different models and see which pair you find to be the most similar. Which pair is the most different? Using these eight brands, create a rough perceptual map. What dimensions would you use to label the axes?

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MDS Study Inputs: Similarity Judgment Scales for Pairs of Sport Sedans Very Similar Very Different 2 4 5 BMW3281/Volvo S60 BMW3281/Acura TL BMW3281/Cadillac ATS BMW3281 /Audi A4 BMW3281/Mercedes-Benz C250 BMW3281/Lexus IS BMW3281/Infiniti G37 Volvo S60VAcura TL Volvo S6VCadillac ATS Volvo S60VAudi A4 Volvo S60Mercedes-Benz C250 Volvo S60/Lexus IS Volvo S60VInfiniti G37