This note is intended for use in MBA-level course of marketing research. The note provides students with an overview of how to build the perception maps with data. It concentrates on the attribute-rating method and the general similarity method of constructing maps. It also describes the basic preference regression and multivariate scaling procedures, and includes examples from the automotive and film industry.
This Darden study. "Hide
by Ronald T Wilcox Source: University of Virginia Darden School Foundation 12 pages. Publication Date: January 27, 2003. Prod. #: UV0405-PDF-ENG
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