University Libraries Promotion and Tenure Recognition

I chose this book as most significant because it provided an important foundation for me in understanding applied multivariate methods and multidimensional scaling (MDS) in marketing during my doctoral education. Since then, I have used it as an important reference book in my research and publications. This book provides an excellent background and practical approach for understanding the theory and applications of MDS in marketing. It is a true classic in introducing MDS related techniques to students, teachers, and practitioners and the authors of this book have been very influential in advancing the marketing research knowledge. I am very happy to emphasize its special place in my professional life.