An exploratory study of a technique to identify consumers’ perceived differences in catalogs

In this paper we discuss a research method — multidimensional scaling (MDS) — as an alternative means to measure customers’ varying perceptions of catalogs. Results from an exploratory experiment are used to illustrate which catalogs were viewed as similar or dissimilar to one another in various ways in the minds of customers or prospects, and the degree of similarity/difference. The outcome from MDS analysis should enable managers of a catalog company to investigate whether customers’ perceptions of the catalog mirror their own. Suggestions are also made for future monitoring of customers’ perceptions of the catalog.