Alternative Perceptual Mapping Techniques: Relative Accuracy and Usefulness
نویسندگان
چکیده
Perceptual mapping has been used extensively in marketing. This powerful technique is used in new product design, advertising, retail location, and many other marketing applications where the manager wants to know (1) the basic cognitive dimensions consumers use to evaluate "products" in the category being investigated and (2) the relative "positions" of present and potential products with respect to those dimensions. For example. Green and Wind (1973) use similarity scaling to identify the basic dimensions used in conjoint analysis. Pessemier (1977) applies discriminant analysis to produce the joint-space maps that are used in his DESIGNR model for new product design. Hauser and Urban (1977) use factor analysis to identify consumer perceptions and irmovation opportunities in their method for modeling consumer response to innovation. All of these researchers report empirical applications in a number of product and service categories. When used correctly perceptual mapping can identify opportunities, enhance creativi-
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