Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

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

Data Use: An indexing approach to brand equity
Following up on an earlier article, the author explores a real-world example of the application of a series of techniques to measure customer satisfaction and its resulting impact on brand equity. The techniques seek to uncover and measure what is truly important to customers, in this case in the biomedical industry, rather than assuming standard attributes to be important.
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.
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.
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.
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.

See more articles on this topic

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.

Evolving toward a programmatic approach to pharmaceutical brand launch research
The authors provide a roadmap for programmatic market research to support pharmaceutical brand launches and discuss a diagnostic framework for customizing launch research programs to meet each brand’s unique needs.
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.

See more articles on this topic