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Technical note
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Reference no. UVA-M-0665
Subject category: Marketing
Authors: Ronald T Wilcox
Published by: Darden Business Publishing
Originally published in: 2003
Version: 12 August 2010
Revision date: 23-Aug-2011
Length: 12 pages
Topics: Marketing research; Marketing strategy; Consulting team; Marketing
Share a link: https://casecent.re/p/236
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Abstract

This note is designed for use in an MBA-level marketing research course. The note provides students with an overview of how to construct perceptual maps from data. It concentrates on the attribute-rating method and overall-similarity method for constructing the maps. It also describes preference regressions and basic multidimensional-scaling procedures and includes examples from the automotive and movie industries.
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Abstract

This note is designed for use in an MBA-level marketing research course. The note provides students with an overview of how to construct perceptual maps from data. It concentrates on the attribute-rating method and overall-similarity method for constructing the maps. It also describes preference regressions and basic multidimensional-scaling procedures and includes examples from the automotive and movie industries.

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Sorry, this product has no related items.