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Perceptual Mapping

Perceptual Mapping

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Published by ali.alianwar

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


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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
:Michelob = 3Budweiser = 7Can you plot Michelob & Budweiser?2. On a 5 point scale of 
consumers find:
Christian Science Monitor 
Wall Street Journal
3 points apart;
Christian Science Monitor 
 National Enquirer 
4 points apart.
Wall Street Journal
5 points apart;Can you plot the three publications?3. When asked about their
, 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
they assign for 3 attributes of carson a 30-point constant sum scale. The results for the age groups are as follows:Age
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
?7. Given the inter-city
, can you draw a map of the US?

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