Information And Resources About Perceptual Mapping

Related Articles

There are 14 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Using your PC strategically

A personal computer can be an invaluable tool for forecasting, conjoint analysis, perceptual mapping and correspondence analysis, writes Joseph Curry, vice president of Sawtooth Software. PC-based software helps companies move to the right end of the product continuum.

Laddering, mapping lead the way to better positioning

This article explores the use of the laddering technique and of perceptual mapping as ways to explore product and service categories and develop marketing communication and positioning strategies.

Building and measuring brand personality: How does your brand behave?

Beyond brand image is brand personality - a set of human-like characteristics attributed to a brand that can potentially bolster customer engagement. Knowing how to build and measure personality is crucial to understanding performance in the marketplace.

Mapping the future

This article describes the use of correspondence analysis to predict the impact of various marketing strategies on their brand's competitive position. In contrast to other types of perceptual mapping, correspondence analysis summarizes nominal data rather than metric data.

Data Use: Integrating your marketing research software

The author walks readers through the process of using computer software to analyze, report and manage research data.

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Recent Articles

Below are the 3 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Improve your research reporting with visual mapping

Using automobile manufacturers as an example, this article offers an overview of correspondence analysis, preference mappings and biplots, showing how visual graphics can improve research reporting.

Is emotional response the important missing variable in customer experience measurement?

The authors offer a way to measure the impact of emotions, using a car-rental example to show the benefits of asking customers how they feel about seemingly emotion-free transactions.

Building and measuring brand personality: How does your brand behave?

Beyond brand image is brand personality - a set of human-like characteristics attributed to a brand that can potentially bolster customer engagement. Knowing how to build and measure personality is crucial to understanding performance in the marketplace.