Methods for Producing Perceptual Maps fr...
Wilcox, Ronald T.
Methods for Producing Perceptual Maps from Data
M-0665 | Published January 27, 2003 | 12 pages Technical Note
Collection: Darden School of Business
Product Details
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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