Analyzing Consumer Perceptions

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Reference no. 9-599-110

Subject category: Marketing

Authors: Robert J Dolan (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1999

Version: 12 December 2001

Length: 13 pages

Data source: Published sources

Topics: Consumers; Market research; Market structure; Consumer behavior

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Abstract

Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making.