The improvement & application of multidimensional scaling (MDS)

MDS is a new market research technique. The paper firstly makes a brief introduction to its basic principles, merits and demerits; then puts forward some improvements on it from the aspects of both data gathering and analytical calculation, thus having the calculating rate promoted, amount reduced as well as its range of application enlarged; finally, it gives one actual example of the application of the improved MDS. on the international market research.