Multidimensional scaling is widely used in marketing research to characterize the perceived relationships among a set of consumer products. The technique is also well suited to study a number of isses that are of interest to health care marketers. This paper explains multidimensional scaling and provides an illustrative example of health care application. In the research study reported here, the perceptions of various sources of medical information give important insights to a health care organization that is designing a new medical information service for consumers. Other potential applications of the technique for health care marketing are also explored. © 1993 Taylor & Francis Group, LLC.