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Information And Resources About Perceptual Mapping

We've grouped together all the information our site contains on Perceptual Mapping to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Related Articles

There are 17 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Don’t forget the graphic! Multidimensional scaling
Multidimensional scaling is a visual tool that can help researchers classify objects and identify the causation of events. The author provides the basics on this form of perceptual mapping.
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.
Correspondence analysis offers easy sophistication
This article demonstrates how to apply correspondence analysis, a perceptual mapping technique for describing correlations among categories in table data. The article also evaluates correspondence analysis software called MAPWISE.
Data Use: Exploring marketing ideas with perceptual maps
Making marketing strategies is a complex process requiring research, judgment and creativity. Perceptual mapping is a powerful tool for exploring data and generating hypotheses. This article discusses three types of perceptual maps: preference, multidimensional scaling (MDS) and correspondence.
Using eye-tracking to measure the effectiveness of TV commercials
The author discusses eye-tracking technology and the Index of Cognitive Activity as a method of obtaining unbiased physiological data to better understand how viewers absorb, and how well they like, various television advertisements.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Don’t forget the graphic! Multidimensional scaling
Multidimensional scaling is a visual tool that can help researchers classify objects and identify the causation of events. The author provides the basics on this form of perceptual mapping.
Data Use: Effectively using correspondence analysis
An apparel-industry case study explores how to measure and compare consumer perceptions of brands with correspondence analysis.
Data Use: Using NodeXL to decipher big data
Michael Lieberman test-drives a free, open-source social media data analysis tool.
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.

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