Perceptual Mapping Using Multidimensional Scaling : Analyzing Spatial Plots of Car Brands Without Named Axes to Gauge Consumer Perceptions / Mark Peterson.

Format:

Book

Author/Creator:

Peterson, Mark, author.

Language:

English

Subjects (All):

Marketing--Data processing.

Marketing.

Regression analysis.

Physical Description:

1 online resource

Other Title:

Perceptual Mapping Using Multidimensional Scaling

Place of Publication:

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

Summary:

Maureen Koch, U.S. director of consumer insights at Kia, has just received input from students at a nearby university about regression analysis done to gauge consumer perceptions about car brands. A separate Data Challenge, "Perceptual Mapping Using Regression Analysis," covers the steps students took to help Maureen. Although Maureen was pleased with what the students brought to her, she now wants to gain insight into possible dimensions consumers use when judging a smaller set of car brands competing more directly with Kia. In the earlier Data Challenge, Maureen learned about possible insights multidimensional scaling (MDS) can offer researchers about relative brand positioning from an industry association study of 12 brands. Although the results appear intriguing, Kia is not one of the brands included in this set of 12 brands. These results do not help Maureen as much as they would if Kia had been included in the set of brands analyzed, so she fields another study featuring 10 brands of cars. Maureen partners with a nearby university to have students do a new MDS analysis. The students then interpret results from this new MDS analysis and from the graphical plot of the car brands. In perceptual mapping using regression analysis, the axes of the partial plots generated in regression analysis come with corresponding variable names of the two variables used for each plot. However, with MDS, the axes in plots do not come with names. The role of the researcher in MDS is to make an interpretation of the axes based on the placement of known brands and name the axes. This usually brings important insights to the researcher.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-7463-7

9781071974636

OCLC:

1463983231