Comparar métodos

	Mapeo Perceptual y de Preferencias	Escalamiento multidimensional (MDS)
Campo	Estadística	Estadística
Familia	Latent structure	Latent structure
Año de origen	1979	1952–1964
Autor original	John Hauser & Frank Koppelman	Warren S. Torgerson (metric MDS, 1952); Joseph B. Kruskal (non-metric MDS, 1964)
Tipo	Multivariate spatial representation	Dimensionality reduction / visualization
Fuente seminal	Hauser, J. R., & Koppelman, F. S. (1979). Alternative perceptual mapping techniques: Relative accuracy and usefulness. Journal of Marketing Research, 16(4), 495–506.	Kruskal, J. B. (1964). Multidimensional scaling by optimizing goodness of fit to a nonmetric hypothesis. Psychometrika, 29(1), 1–27.
Alias	Perceptual Mapping, Preference Mapping, Attribute-Based Mapping, Algısal Haritalama	MDS, metric MDS, non-metric MDS, proximity scaling
Relacionados	3	5
Resumen	Perceptual and preference mapping is a family of multivariate techniques that simultaneously positions competing objects—brands, products, or stimuli—and respondent preferences within a common low-dimensional space. Introduced systematically by Hauser and Koppelman (1979), the approach lets researchers visualize how consumers perceive attribute-level similarities among objects and which attributes drive individual or segment-level choice. It is widely used in market research, sensory science, and strategic positioning analysis.	Multidimensional scaling maps objects described only by pairwise similarities or dissimilarities into a low-dimensional geometric space so that distances in that space reflect the original proximity structure as faithfully as possible. It is widely used to visualize the hidden structure of psychological, social, and behavioral data.