Information And Resources About Perceptual Mapping

Related Articles

There are 9 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.

Correspondence analysis in action

This article describes some uses of correspondence analysis for analyzing survey research and market research data, comparing this approach to the traditional analysis of tabular data.

Distill complexity: perceptual maps bring it all together

Managing marketplace perceptions is a key component to successful marketing. Research professionals must communicate the complex information that comprises brand image so that management can make informed decisions. This article discusses the usefulness of perceptual maps in this endeavor.

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.

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.

See more articles on this topic

Recent Articles

Below are the 2 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

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.