Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Download
Standard view
Full view
of .
Look up keyword
Like this
13Activity
0 of .
Results for:
No results containing your search query
P. 1
Perceptual Mapping

Perceptual Mapping

Ratings:
(0)
|Views: 1,470|Likes:
Published by ali.alianwar

More info:

Published by: ali.alianwar on Jul 06, 2008
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

03/18/2013

pdf

text

original

 
1/2/2006 Innovation # 1 © Gerard J Tellis__________________________________________________________________________________________________________________
Exercise in Perceptual Mapping
For each problem below, try to plot the objects requested on as few dimensions (axes) as possible.(The problems are not meant to be traps). What conclusions can you draw from the exercise?1. On a 10-point Likert scale (sweet 10; bitter 1) consumers
 rate
:Michelob = 3Budweiser = 7Can you plot Michelob & Budweiser?2. On a 5 point scale of 
 similarity,
consumers find:
Christian Science Monitor 
and
Wall Street Journal
3 points apart;
Christian Science Monitor 
and
 National Enquirer 
4 points apart.
Wall Street Journal
and
 National
 
 Inquirer 
5 points apart;Can you plot the three publications?3. When asked about their
 preferences
, Californians rank Toyota Corolla as 1 and the Saturn as 2.Consumers in Michigan rank Saturn as 1 and Corolla as 2. Can you plot the two brands and groupsof consumers.4. Both the above groups rank Nissan Sentra as 3. Can you plot the Sentra on the same map?5. Subjects in three age groups are asked to give the
importance
they assign for 3 attributes of carson a 30-point constant sum scale. The results for the age groups are as follows:Age
254565
Performance 660Comfort 279Reliability 11910Price 11811Which two attributes would you choose to draw a single 2-d map of segments? Draw up the map.6. Given a map of the US and a suitable scale can you get the inter-city
 
 distances
?7. Given the inter-city
 distances
, can you draw a map of the US?

Activity (13)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Leo Lillard liked this
Deepthi Sankar liked this
raloul8 liked this
Pompey Hazzy liked this
pramodhramaiah liked this
pramodhramaiah liked this
Viraj Shirodkar liked this
sharmaricha1 liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->