Perceived Similarities Among Recreational Activities

Abstract

This paper presents a discussion of Nonmetric Multidimensional Scaling (NMDS), a technique for developing maps of perceptual structures. This technique converts weakly ordered (ordinal) similarities judgments into metric (ratio) scaled distances. NMDS is a powerful methodology for attacking the problem of identifying substitute and unique leisure activities. Further, it allows the investigator to determine the perceptual dimensions or characteristics which individuals use to organize their view of leisure activities. This technique has great potential for both researchers and managers of recreational activities.