Scaling MDS for Preference Data Using Target Configuration

MDS(multi-dimensional scaling) for preference data is a graphical tool which usually figures out how consumers recognize, evaluate certain products. This article is mainly concerned with an optimal scaling for MDS when target configuration is available. Rotation of axis and SUR(seemingly unrelated regression) methods are employed to get a new configuration which is obtained as close to the target as we can. Methodologies developed here are also illustrated via a real data set.