Markstrat.5 (for Windows) - How to interpret the chart “MDS - RELATIONSHIP BETWEEN [PHYSICAL CHARACTERISTIC] (HORIZONTAL AXIS) AND [MDS DIMENSION] (VERTICAL AXIS)

1. A regression is performed treating the [physical characteristic] as the dependent variable and the perceptions along [MDS DIMENSION] as the independent variable. 
2. The reported R² is the goodness of fit measure. 
3. The blue curve represents the regression data. The red line is the best-fit line.
4.The regression coefficients from (1) above and the ideal value for the MDS dimension for all segments are used to compute the ideal value of the physical characteristic. These are plotted on the red line.