EN
The article has a methodological and applicative objective associated with the graphical presentation of datasets, similarities of objects and results of multivariate analyses. The paper gives an outline of procedures useful in situations in which variables are measured on various measurement scales. The research approach is based on literature studies and analyses of secondary data relating to purchases on the Internet. The given examples show that data visualization methods can provide a valuable support in conducting social research in case of possessing a dataset containing variables measured on various scales.