The author examines the convergent and discriminant validity of multidimensional scaling (MDS) using the multitrait-multimethod matrix approach. An assessment also is made of the impact on MDS solutions due to embedding of stimuli in similar stimuli and due to change in stimulus domain introduced via different kinds of stimuli. The results indicate reasonable validity and that MDS solutions are fairly robust to the impact of embedding but less robust to changes in stimulus domain.
Get full access to this article
View all access options for this article.
References
1.
CampbellDonald T. and FiskeDonald W. (1959), “Convergent and Discriminant Validation by the Multitrait-Multimethod Matrix,” Psychological Bulletin, 56 (March), 81–105.
2.
DayGeorge S., DeutscherTerry, and RyansAdrian B. (1976), “Data Quality, Level of Aggregation, and Nonmetric Multidimensional Scaling Solution,” Journal of Marketing Research, 13 (February), 92–7.
3.
DeutscherTerry (1982), “Issues in Data Collection and Reliability in Marketing Multidimensional Scaling Studies—Implications for Large Stimulus Sets,” in Proximity and Preference: Problems in the Multidimensional Analysis of Large Data Sets, GolledgeReginald G. and RaynerJohn N., eds. Minneapolis: University of Minnesota Press.
4.
DongHei-Ki (1983), “Method of Complete Triads: An Investigation of Unreliability in Multidimensional Perception of Nations,” Multivariate Behavioral Research, 18 (January), 85–96.
5.
FenkerR. M. and BrownD. R. (1969), “Pattern Perception, Conceptual Spaces, and Dimensional Limitations on Information Processing,” Multivariate Behavioral Research, 4 (July), 257–71.
6.
GreenPaul E. (1975), “Marketing Applications of MDS: Assessment and Outlook,” Journal of Marketing, 39 (January), 24–31.
7.
GreenPaul E. and CarmoneFrank (1971), “The Effect of Task on Intra-Individual Differences in Similarities Judgments,” Multivariate Behavioral Research, 6 (October), 433–50.
8.
GreenPaul E., MaheshwariArun, and RaoVithala R. (1969a), “Dimensional Interpretation and Configuration Invariance in Multidimensional Scaling: An Empirical Study,” Multivariate Behavioral Research, 4 (April), 159–80.
9.
GreenPaul E., MaheshwariArun, and RaoVithala R. (1969b), “Self-Concept and Brand Preference: An Empirical Application of Multidimensional Scaling,” Journal of the Market Research Society, 11 (October), 343–60.
10.
GreenPaul E., WindYoram, and JainArun K. (1972), “A Note on Measurement of Social-Psychological Belief Systems,” Journal of Marketing Research, 9 (May), 204–8.
11.
HumphreysMarie Adele (1982), “Data Collection Effects on Nonmetric Multidimensional Scaling Solutions,” Educational and Psychological Measurement, 1005–22.
12.
JainArun K. and PinsonChristian (1976), “The Effect of Order of Presentation of Similarity Judgments on Multidimensional Scaling Results: An Empirical Examination,” Journal of Marketing Research, 13 (November), 435–9.
13.
KehoeJerard and ReynoldsThomas J. (1977), “Interactive Multidimensional Scaling of Cognitive Structure Underlying Person Perception,” Applied Psychological Measurement, 1 (Spring), 155–69.
14.
LomaxRichard D. and AlginaJames (1979), “Comparison of Two Procedures for Analyzing Multitrait Multimethod Matrices,” Journal of Educational Measurement, 16 (Fall), 177–86.
15.
MalhotraNaresh K. (1979), “Consumer Information Seeking and Information Processing; An Alternative Theoretical Framework and Some Empirical Investigations,” unpublished Ph.D. dissertation, State University of New York at Buffalo.
16.
MalhotraNaresh K. (1981), “A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts,” Journal of Marketing Research, 18 (November), 456–64.
17.
MalhotraNaresh K. (1982), “Structural Reliability and Stability of Nonmetric Conjoint Analysis,” Journal of Marketing Research, 19 (May), 199–207.
18.
McCulloughJames, MacLachlanDouglas, and MoinpourReza (1981), “Temporal Links Between Preference and Perceptions,” in Advances in Consumer Research, Vol. 8, MonroeKent B., ed. Ann Arbor, MI: Association for Consumer Research, 178–81.
19.
MoinpourReza, McCulloughJames M., and MacLachlanDouglas L. (1976), “Time Changes in Perception: A Longitudinal Application of Multidimensional Scaling,” Journal of Marketing Research, 13 (August) 245–53.
20.
MooreWilliam L. and LehmannDonald R. (1982), “Effects of Usage and Name on Perceptions of New Products,” Marketing Science, 1 (Fall), 351–70.
21.
PeterJ. Paul (1981), “Construct Validity: A Review of Basic Issues and Marketing Practices,” Journal of Marketing Research, 18 (May), 133–45.
22.
RayMichael L. and HeelerRoger M. (1975), “Analysis Techniques for Exploratory Use of the Multitrait-Multi-method Matrix,” Educational and Psychological Measurement, 35, 255–65.
23.
SibsonRobin (1979), “Studies in the Robustness of Multidimensional Scaling: Perturbational Analysis of Classical Scaling,” Journal of the Royal Statistical Society, Series B, 41, 217–29.
24.
SummersJohn O. and MacKayDavid B. (1976), “On the Validity and Reliability of Direct Similarity Judgments,” Journal of Marketing Research, 13 (August), 289–95.
25.
SummersJohn O. and MacKayDavid B. (1977), “On Establishing Convergent Validity: A Reply to Wilkes and Wilcox,” Journal of Marketing Research, 14 (May), 263–5.
26.
TakaneY., YoungForrest W., and de LeeuwJan (1977), “Nonmetric Individual Differences Multidimensional Scaling: An Alternative Least Squares Method with Optimal Scaling Features,” Psychometrika, 41, 7–67.
27.
WekselW. and WareE. E. (1967), “The Reliability and Consistency of Complex Personality Judgments,” Multivariate Behavioral Research, 2 (October), 537–41.
28.
WilkesRobert E. and WilcoxJames B. (1977), “On the Validity and Reliability of Direct Similarity Judgments: A Comment,” Journal of Marketing Research, 14 (May), 261–2.
29.
WishMyron (1970), “Comparison Among Multidimensional Structures of Nations Based on Different Measures of Subjective Similarity,” General Systems, 15, 55–65.