Perceptual Mapping Using Regression Analysis : Analyzing Spatial Plots of Car Brands With Named Axes to Gauge Consumer Perceptions / Mark Peterson.

Format:

Book

Author/Creator:

Peterson, Mark, author.

Language:

English

Subjects (All):

Branding (Marketing).

Marketing research.

Physical Description:

1 online resource

Other Title:

Perceptual Mapping Using Regression Analysis

Place of Publication:

[Place of publication not identified] : SAGE Publications, Inc, 2024.

Summary:

Maureen Koch is the U.S. director of consumer insights at Kia, a South Korean car brand that has made impressive gains in the U.S. market in recent years. In the first stage of research focused on influential variables in purchase intentions of consumers, Maureen reviewed the results from a regression analysis that regressed purchase intention onto three dimensions that consumers use to perceive car brands. These results do not seem right to Maureen, so she fields another study featuring 39 brands of cars and partners with a nearby university to have their students do a new regression analysis. The students then interpret results from this new regression analysis and from the graphical plots of the car brands on the most important variables in predicting purchase intention.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-7448-3

9781071974483

OCLC:

1463988207