• Journal of the Korean Home Economics Association
• /
• v.38 no.10
• /
• pp.85-95
• /
• 2000

The purpose of this study was to identify brand loyally of women's wear and construct brand positioning maps by using multidimensional scaling(MDS). There were significant differences between brand loyal and indifferent group in ages, income, occupation status and level of education. Significant differences were found between groups in the degree of importance of attributes (design/color, fashion, quality, store image, salesperson's attitude and brand reputation) when evaluating brands. The positioning maps upon the similarity and preference of brand image were composed by use of MDS.

• Journal of the Korean Data and Information Science Society
• /
• v.20 no.2
• /
• pp.301-309
• /
• 2009

Multidimensional scaling(MDS) is a statistical multivariate analysis technique that is often used in information visualization for exploring similarities or dissimilarities in data. In order to analyse and visualize data, MDS measures the dissimilarities between objects and uses them or their mean if they are repeatedly measured. When there exist outliers or when the variation of data is too large, we can hardly get reliable results on the research using MDS. In this paper, we consider the MDS based on bootstrap method when the variation of data is large. Standardized residual sum of squares is considered as measuring goodness-of-fit of the model. A real data analysis is include to examine our approach.

• Journal of the Korean Data and Information Science Society
• /
• v.15 no.2
• /
• pp.297-306
• /
• 2004

It is usual that multivariate data analysis produces related (small number of) artificial variates for data reduction. Among them, refer to MDS(multidimensional scaling), MDPREF(multidimensional preference analysis), CDA(canonical discriminant analysis), CCA(canonical correlation analysis) and FA(factor analysis). Varimax rotation of artificial variables which is originally invented in FA for easy interpretations is applied to diverse multivariate techniques mentioned above. Real data analysisis is performed in order to manifest that rotation improves interpretations of artificial variables.

• Journal of the Korean Society of Costume
• /
• v.15
• /
• pp.253-265
• /
• 1990

This article was written with two purposes in mind. The first purpose was to introduce clothing and textile community who may not be familiar with Multidimensional Scaling(MDS) with usefulness of the new technique in the area of fashion merchandising. The second purpose was to present the results of an empirical study on brand image utilizing MDS and its related technique as the main analysis tools. The main objective of the empirical study was to gain a better understanding of consumer's brand image by relating differences in perception and attributes of clothing in women's ready-to wear market. For this empirical study, the ten brands and the fifteen attributes of clothing were chosen. The questionnaire consisting of questions asking about the similarity and attributes of clothing between selected brands was administrated to 185 career women during summer in 1989. Data were analyzed cluster analysis, and KYST and PROFIT in MDS program. The results were as follows: 1. The similarities data for the ten selected brand by using KYST program of MDS drawed the perceptual map. The results of this perceptual map showed that the selected brand were grouped into three clusters. 2. In order to get a somewhat objective view of which attributes consumers are attributing to each brand, PROFIT program was used. As a result, it was revealed that assortment depth / width, price, youth-oriented style, possibility of various social activity were significant attributes in consumer's brand choice rather than physical attributes of clothing such as quality or durability. This may imply that consumer orientation in rapidly changing environments of women's apparel market was its basic idea, and the focus of all fashion merchandising activities was put on need's and the response of consumer group who are the object of the target. Implicating for future research as well as for strategy of brand positioning were also suggested.

• Asian Journal of Business Environment
• /
• v.7 no.1
• /
• pp.25-29
• /
• 2017

Purpose - In this paper, we categorize and segment the 28 national universities in South Korea and measure the degree of dissimilarity (or similarity) between pairs of ones by using dissimilarity distance matrix and cluster analysis, respectively, based on the seven quantitative evaluation of educational conditions (percentage of small-scale courses, percentage of lecture by the faculty, collection of books per student, material purchase per student, percentage of building capacity, percentage of real estate capacity and rate of accommodation) in 2015. In addition, multidimensional scaling (MDS) techniques can obtain visual representation for exploring patterns of proximities among 28 national universities based on seven attributes of educational conditions. Research design, data, and methodology - This work is carried out by the 2015 Announcement of University Information, which is provided by Ministry of Education in South Korea and utilized by multivariate analyses with CLUSTER, PROXIMITIES and ALSCAL modules in IBM SPSS 23.0. Results - We make certain that 28 national universities can be categorized into five clusters which have similar traits by applying two-stage cluster analysis. MDS is utilized to perform positioning of grouped places of cluster and 28 national universities joining every cluster. Conclusions - Both types and traits of each national university can be relatively assessed and practically utilized for each university competitiveness based on underlying results.

• Science of Emotion and Sensibility
• /
• v.6 no.4
• /
• pp.33-40
• /
• 2003

This research was conducted to propose a sensibility model for web site design. At first, we collected 100 sensibility words related to web site design through analysis of journal and questionnaires and analysis of dictionary. 16 web sites were rated according to the degree of sensibility corresponding to each words, on the basis of the Semantic Differential(SD) method. The results of assessment were analyzed by means of the factor analysis and Multidimensional Scaling(MDS) method. From this relational analysis of sensibility words, the 18 representative words were abstracted as a result of the research included unique, unusual, rich, soft, cold, warm, vivid, simple, neat, dynamic, urban, light, somber, bright, dark, fresh, masculine, and hard. Also three sensibility dimensions bright-dark, soft-hard, simple-rich were found.

• Journal of Fisheries and Marine Sciences Education
• /
• v.29 no.2
• /
• pp.526-536
• /
• 2017

This study intended to understand similarity of image between games and position of image attribute perceived by consumers according to the games of marine sports using MDS (Multidimensional Scaling). Through the foregoing, this study aims to provide preliminary data for establishing marketing strategies for games of marine sports by accurately understanding images of marines sports perceived by consumers. For survey targets, this study selected students of K University located in Gyeonggi-do as a population, and extracted samples using convenience sampling out of non-probability sampling methods targeting 200 students who showed intention of participation in this study, and total 188 sheets of questionnaire were used as final data excepting 12 sheets that are filled up unfaithfully or considered unreliable. For data processing, this study conducted Frequency Analysis, Descriptive Statistical Analysis, Reliability Analysis, MDS (Multidimensional Scaling) and Multiple Regression Analysis, and study results show that water ski and wakeboard(.602) have the most similar image attribute, indicating that image attributes of scuba diving and water ski(2.031) are positioned farthest with each other. As for image attribute, image attribute of water ski has appearance and progressiveness, windsurfing has an image attribute of positive, scuba diving has an image attribute of negation, and marin rafting has an image attribute of friendliness.

• Journal of The Korean Association For Science Education
• /
• v.33 no.3
• /
• pp.650-663
• /
• 2013

Multidimensional scaling can be used to identify relationships among concepts, revealing the structure of the cognitive framework by measuring distances within perceptual maps. The current study sought to examine the relationships among concepts related to photosynthesis in 2,844 $3^{rd}-11^{th}$ grade science students. The questionnaire included items on 'location,' 'products,' 'reactants,' and 'environmental factors', presenting images related to each theme. Students provided responses corresponding to particular topics, and reported the extent to which the concept was related to the topic on a scale from 1 to 30. The survey results were as follows: first, students were not able to clearly distinguish between or understand the four main topics. Second, students organized their cognitive structures by closely associating related concepts after learning. Third, the presented concepts revealed a mixture of scientific and non-scientific concepts, suggesting that students needed to clearly distinguish the preconceptions through which they organized concepts, so that they are suitable for cognitive structures based on learning. Furthermore, non-scientific concepts within perceptions were consistently maintained throughout learning, affecting the proximity of scientific concepts.

• Journal of the Korean Society for information Management
• /
• v.21 no.3
• /
• pp.1-14
• /
• 2004

Visualization of documents will help users when they do search similar documents. and all research in information retrieval addresses itself to the problem of a user with an information need facing a data source containing an acceptable solution to that need. In various contexts. adequate solutions to this problem have included alphabetized cubbyholes housing papyrus rolls. microfilm registers. card catalogs and inverted files coded onto discs. Many information retrieval systems rely on the use of a document surrogate. Though they might be surprise to discover it. nearly every information seeker uses an array of document surrogates. Summaries. tables of contents. abstracts. reviews, and MARC recordsthese are all document surrogates. That is, they stand infor a document allowing a user to make some decision regarding it. whether to retrieve a book from the stacks, whether to read an entire article, etc. In this paper another type of document surrogate is investigated using a grouping method of term list. lising Multidimensional Scaling Method (MDS) those surrogates are visualized on two-dimensional graph. The distances between dots on the two-dimensional graph can be represented as the similarity of the documents. More close the distance. more similar the documents.

• KSCE Journal of Civil and Environmental Engineering Research
• /
• v.34 no.2
• /
• pp.605-616
• /
• 2014

The purpose of this study is to analyze transport efficiency of each of the 17 urban railway lines being operated by national public agencies using Data Envelopment Analysis (DEA) and to seek strategies for improving efficiency of the urban railway system. The study identified the economies of scale derived from these values of efficiency and examined the effects on cost for free ride loss and profit of transport by the fare system as the external factor. At the time, Transport profits are estimated by two production factors such as the number of vehicles and service frequency derived from multiple regression. Finally, the measures to improve the efficiency were presented in terms of profitability in the national urban railway line by applying the values of efficiency derived from DEA to multidimensional scaling (MDS).