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Multidimensional Scaling (MDS):

To complement the hierarchical cluster analysis, MDS was developed to create a spatial representation of how closely related the content items were perceived by participants. MDS provides a visual map where proximity between items reflects the perceived similarity. This assists in identifying relationships that otherwise may not have been immediately evident in the cluster analysis alone. Seven clusters were selected based on the dendrogram results, which ensured consistency with varying degrees of cohesion.

Key insights from MDS:
  • Some clusters exhibited clear, well-defined groupings, indicating strong conceptual relationships among these items.
  • Other clusters displayed looser formations or overlaps suggesting:
    • A lack of unified categorization among participants.
    • Potential confusion caused by unclear labeling or unfamiliar terminology.
    • The need for category refinement to better align with user mental models.
    • Large gaps between certain items suggest a lack of cohesion, which may require content reorganization or rewording to improve clarity.
Further evaluation:
  • Cluster 1 (Red – About Us and Mission & Supporters): 12 items: Inside our Workroom, Industry Supporters, Our Patron, Blog, Partners, Impact Prospectus, Meet the Team, About Us, What We Do, Mission, Our History, Impact.
  • Cluster 2 (Blue – Accessories): 8 items: All Accessories, Belts, Bags + Purses, Scarves + Scrunchies, Jewelry, Billiano Beaded Necklaces, Quazi Design Earrings, Tabitha Necklaces.
  • Cluster 3 (Green – Clothing): 6 items: All clothing, Tops, Dresses + Jumpsuits, Shirts, Skirts & Pants, Outerwear.
  • Cluster 4 (Purple – Get Involved): 6 items: Donate Fabric, Make a Donation, Ways to Give, Get Involved, Become a Supporter, Why Support Us.
  • Cluster 5 (Orange – Footer Menu): 5 items: Shipping & Returns, Terms of Service, Privacy Policy, Contact Us, Careers.
  • Cluster 6 (Yellow – Programs & Services): 6 items: Retail Training Program, Earn & Learn Sewing Program, Industrial Sewing Training, Community Sewing Class, Manufacturing Services, Which Program is Right for Me?