Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Standard view
Full view
of .
0 of .
Results for:
P. 1
Perceptual Mapping

# Perceptual Mapping

Ratings:
(0)
|Views: 1,470|Likes:

### Availability:

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?