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Methods for Producing Perceptual Maps from Data
Wilcox, Ronald T. Technical Note M-0665 / Published January 27, 2003 / 12 pages.
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Product Overview

This note is designed for use in an MBA-level marketing research course. The note provides students with an overview of how to construct perceptual maps from data. It concentrates on the attribute-rating method and overall-similarity method for constructing the maps. It also describes preference regressions and basic multidimensional-scaling procedures and includes examples from the automotive and movie industries.


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  • Overview

    This note is designed for use in an MBA-level marketing research course. The note provides students with an overview of how to construct perceptual maps from data. It concentrates on the attribute-rating method and overall-similarity method for constructing the maps. It also describes preference regressions and basic multidimensional-scaling procedures and includes examples from the automotive and movie industries.

  • Learning Objectives