Dynamic perceptual mapping

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Greenacre, Michael. Dynamic perceptual mapping. 2009
http://hdl.handle.net/10230/4802
To cite or link this document: http://hdl.handle.net/10230/4802
dc.contributor.author Greenacre, Michael
dc.contributor.other Universitat Pompeu Fabra. Departament d'Economia i Empresa
dc.date.issued 2009-04-01
dc.identifier.uri http://hdl.handle.net/10230/4802
dc.description.abstract Perceptual maps have been used for decades by market researchers to illuminate them about the similarity between brands in terms of a set of attributes, to position consumers relative to brands in terms of their preferences, or to study how demographic and psychometric variables relate to consumer choice. Invariably these maps are two-dimensional and static. As we enter the era of electronic publishing, the possibilities for dynamic graphics are opening up. We demonstrate the usefulness of introducing motion into perceptual maps through four examples. The first example shows how a perceptual map can be viewed in three dimensions, and the second one moves between two analyses of the data that were collected according to different protocols. In a third example we move from the best view of the data at the individual level to one which focuses on between-group differences in aggregated data. A final example considers the case when several demographic variables or market segments are available for each respondent, showing an animation with increasingly detailed demographic comparisons. These examples of dynamic maps use several data sets from marketing and social science research.
dc.language.iso eng
dc.relation.ispartofseries Economics and Business Working Papers Series; 1153
dc.rights L'accés als continguts d'aquest document queda condicionat a l'acceptació de les condicions d'ús establertes per la següent llicència Creative Commons
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.title Dynamic perceptual mapping
dc.type info:eu-repo/semantics/workingPaper
dc.date.modified 2014-06-03T07:14:24Z
dc.subject.keyword Statistics, Econometrics and Quantitative Methods
dc.subject.keyword animation
dc.subject.keyword brand-attribute maps
dc.subject.keyword correspondence analysis
dc.subject.keyword multidimensional scaling
dc.subject.keyword perceptual map
dc.subject.keyword visualization
dc.rights.accessRights info:eu-repo/semantics/openAccess


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