Comparing two diverse methods for generating perceptual maps: Multidimensional scaling versus the hand-drawn technique

Multidimensional scaling techniques have lately been subjected to criticism because of a supposed lack of reliability and validity. Yet, no alternative cognitive map-producing techniques have been suggested. The present research describes a graphic technique for developing cognitive maps and compares this technique to multidimensional scaling in terms of reliability and validity. The two techniques are also compared in terms of perceived subject difficulty in completing the tasks and the ability of each technique to predict future brand behavior.