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Topic: Perceptual maps

	Soulular Brand Experience ~ Brand Strategy, Brand Creative, Brand Positioning. Improved Customer Relationships. ...
		Perceptual mapping is a graphics technique used by marketers that attempts to visually display the perceptions of customers or potential customers.
		Perceptual maps can have any number of dimensions but the most common is two dimensions.
		There are also intuitive maps (also called judgmental maps or consensus maps) that are created by marketers based on their understanding of their industry.
	www.soulular.com /faqs/encyclopedia/perceptual_mapping (573 words)

	Babson College - Library - Perceptual Mapping
		"Perceptual Mapping" is a market research tool used to compare products against the perceptions of current or potential customers which are displayed as points on a map or graph.
		Provides a very detailed Powerpoint presentation of perceptual mapping.
		Look for articles on "perceptual mapping" by typing in perceptual map* to retrieve all forms of the phrase.
	www3.babson.edu /Library/topics/PerceptualMapping.cfm (90 words)

	Perceptual mapping - Definition, explanation
		Perceptual mapping is a graphics technique used by marketers that attempts to visually display the perceptions of customers or potential customers.
		Perceptual maps can have any number of dimensions but the most common is two dimensions.
		There are also intuitive maps (also called judgmental maps or consensus maps) that are created by marketers based on their understanding of their industry.
	www.calsky.com /lexikon/en/txt/p/pe/perceptual_mapping.php (599 words)

	Technical Papers: Perceptual Mapping
		This paper uses data from a proprietary Hughes survey to demonstrate the principles which underlie current practices in perceptual mapping using discriminant analysis-based maps.
		The paper discusses the advantages of using discriminant analysis in creating perceptual maps, criteria for selecting brands and products for respondents to evaluate, and principles for optimizing a perceptual space.
		Examines the similarities and differences between an individual-level perceptual map and conjoint analysis.
	www.populus.com /techpapers/map.php (214 words)

	Perceptual Maps/Positioning Maps
		In helping you develop a market positioning strategy for your product or service, perceptual maps or positioning maps as they are sometimes referred to, are often used to help the organisation identify a positioning strategy.
		Once completed the perceptual map could help identify where an organisation could launch a new brand pherhaps at the medium price and quality range.
		We must remember that perceptual maps are plotted on the basis of someones perception and what maybe a quality product to one person, may not be percieved as quality to another.
	www.learnmarketing.net /perceptualmaps.htm (155 words)

	Multiple Regression, Perceptual Maps and Conjoint Analysis
		The most common request is to map how the client compares to several competitors on specific attributes and then contrast the ratings against the relative importance the customers place on each attribute.
		However, the map helped illustrate that three other competitors were almost equally strong in high quality and creative product positions.
		The map further helped them to look at other strengths that did differentiate them from their competitors.
	www.westgroupresearch.com /research/overview.html (487 words)

	SPSS Categories \| Statistics, Categorical Data, Perceptual Mapping
		Unleash the full potential of your data through perceptual mapping, optimal scaling, preference scaling, and dimension reduction techniques.
		SPSS Categories’ dimension reduction techniques enable you to clarify relationships in your data by using perceptual maps and biplots.
		Perceptual maps are high-resolution summary charts that graphically display similar variables or categories close to each other.
	www.spss.com /categories (450 words)

	shmula » Perceptual Maps: GMC Yukon XL or Chevy Suburban : Business, Technology, and Stuff in Between
		Perceptual Maps: GMC Yukon XL or Chevy Suburban
		Perceptual Maps are very common in Brand-Checkup studies and Product Evaluation studies.
		Perceptual Maps can be created ad-hoc, without an statistical measuers, as I will do below.
	www.shmula.com /200/perceptual-maps-gmc-yukon-xl-versus-chevrolet-suburban (1079 words)

	PERMAP: Perceptual Mapping Software
		PERMAP is a free, Windows-based (Win 95, 98, ME, NT, 2000, XP), real-time interactive program for making perceptual maps (also called product maps, strategic maps, sociograms, sociometric maps, psychometric maps, stimulus-response maps, relationship maps, concept maps, etc.).
		Its fundamental purpose is to uncover any "hidden structure" that might be residing in a complex data set.
		It does this while the solution is running and the developing map is being displayed.
	www.ucs.louisiana.edu /~rbh8900 (967 words)

	Hair5 Ch10a
		Subjective procedures: The researcher or the respondent visually inspects the perceptual map and identifies the underlying dimensions.
		Perceptual map positions are totally defined by the attributes specified by the researcher.
		CA yields a perceptual map in which both row and column categories are represented in multi-dimensional space.
	www.uic.edu /classes/idsc/ids470/hair5ed/nts10a.htm (2254 words)

	Competitive Positioning
		Perceptual maps are to business decision makers as physical maps are to military strategists.
		Perceptual maps are useful whenever a business decision requires knowledge of how people perceive issues and when the success of company policy or action requires a desired human response.
		Competitive positioning and construction of perceptual maps are made possible by advances in behavioral science methodology such as correspondence analysis and metric multidimensional scaling.
	www.gsoresearch.com /page2/competitive_studies.htm (290 words)

	Positioning Analysis Help
		A perceptual map is a spatial representation in which competing alternatives are plotted in a Euclidean space (or a graph in two dimensions).
		Maps usually incorporate orthogonal axes (straight lines at right angles) to represent the dimensions of the map, although nonorthogonal axes can also be used.
		For example, in a two-dimensional map, the horizontal and vertical axes are often used to characterize the two dimensions of the map.
	www.marketingiq.com /help/software/positioning/index.html (1189 words)

	Perceptual Mapping and Scaling
		Sometimes it is desirable to simplify many complex relationships with perceptual maps based on a relatively small number of dimensions (often two or three).
		Perceptual maps can be obtained from many different statistical models, ranging from multidimensional scaling to correspondence analysis.
		Interpretations of this map would be as follows: The importance of security systems (closely represented by the horizontal axis) is positively related to perceptions of crime being a problem close to home (represented by the dotted line axis) because these axes are not perpendicular (i.e., they are correlated).
	members.aol.com /jonhoelter/page/HAmapping.html (240 words)

	[No title]
		The average map is obtained by adding the values of each cell located at the same coordinates in all individual maps and then by dividing this value by the number of maps.
		The resulting average maps are not distinct polygon maps, characterized by integer values, as it was the case for the individual maps, but continuous coverage maps, the value of each cell changing by a greater or smaller fraction ranging from - 1 to 2.
		This map, was used for measuring the goodness of fit between comfort and socio-demographic variable distribution (see Figure 2 ; shades of red and green represent negative and positive deviations from the mean - dark green and burgundy are usually 2 or more standard deviations away from the mean).
	dusk2.geo.orst.edu /ucgis/web/oregon/papers/matei.htm (5769 words)

	PA 765: Multidimensional Scaling
		A type of perceptual mapping, the central MDS output takes the form of a set of scatterplots ("perceptual maps") in which the axes are the underlying dimensions and the points are the products, candidates, opinions, or other objects of comparison.
		For the 2-dimensional solution, a single perceptual map is generated for the set of matrices and summary statistics (overall stress and average RSQ) are reported.
		Correspondence analysis, which creates perceptual maps showing the relation of values of multiple variables (ex., if variables are alternatives with high, medium, and low risk; high, medium, and low cost; fl, white, and red colors; etc., then the plot will depict how closely low risk is to high cost and red color).
	www2.chass.ncsu.edu /garson/pa765/mds.htm (4854 words)

	mapping services : The British Publishing Company
		Mapping – a visual graphic tool to introduce your area, business, town or city.
		We create digital mapping that can be used time and again, easily updatable for further publications and events.
		All our maps can be converted into interactive tools, including hot-spots for animations, 360° panoramic movies for use on websites, CD-Roms or interactive touch screen kiosks.
	www.british-publishing.com /Pages/BPC2/mapping.html (164 words)

	G & S Research \| eTip!
		Based on her experience, she will look at the attributes grouped together on the map and develop an explanation of what they mean for the market.
		The final step in perceptual mapping is displaying the information in a manner that is understandable and usable.
		Maps are displayed in order of dimension importance, as determined from the data.
	www.gs-research.com /TEMPLATEeTip.asp?ID=36 (603 words)

	04Maps
		Using maps that are often simpler than the 8 x 8 ones we saw earlier but in a more subtle way, they test such Patterns for particular properties which may then allow the Visual Processor to Identify them as belonging to `generic' objects like Rocks and Boulders.
		The center square of the Map represents the maximum distance two halves of a visually divided object can be before they can be Identified as belonging to a single object, it is determined via the experience of evolution and varies with the Object Number of the underlying object.
		Such perceptual `shortcuts' obviously carries the risk that a predator may conceal itself within such Objects, especially if it has evolved a camouflage so as to blend in with them.
	www.tttm.com /PereGaea/04Maps/04Maps.html (3260 words)

	Using Perceptual Maps in Marketing Simulation: Thorr Motorcycles - MKT / 421 - UOP - CheatHouse.com
		The first objective was to choose the proper parameters and construct a perceptual map.
		The higher image is in a more of a demand, but the cost may be too high for the younger customers, but again, with the proper financing they will be able to receive the help for the purchase.
		The simulation was a great learning lesson in dealing with the perceptual maps and determining the company's position.
	www.cheathouse.com /essay/essay_view.php?p_essay_id=76338 (391 words)

	IQLogo - Perceptual mapping
		Displaying consumers’ perceptions of related products is only half the story.
		Some maps plot ideal vectors in stead of ideal points.
		Perceptual Map of Competing Products with Ideal Vectors
	www.iqlogo.com /library/perceptual-mapping.htm (566 words)

	Sawtooth Software: Online Surveys, Conjoint Analysis, and Quantitative Marketing Research
		Since composite product maps are more closely linked to preferences, a "density of demand" plot is possible, overlaying on the perceptual space colors ranging from light to dark representing various degrees of relative demand.
		He demonstrates that the composite methods often result in maps that closely resemble discriminant-based perceptual maps, but that the attribute vectors and product positions are better linked to preferences.
		He also illustrates that composite mapping can result in different (and more useful) maps than discriminant analysis if the variables that drive discrimination are not important to preferences.
	www.sawtoothsoftware.com /techpap.shtml (9416 words)

	Perceptual Dialect Maps
		Maps of Areas Perceived as using the "Least Pleasant" Speech
		Perceptual Maps of the Kinki Region (Japan) Language Varieties
		The maps on these pages were produced using PDQ (Perceptual Dialect Quantifier for Windows 95), designed by Daniel Long and programmed by Isao Onishi.
	nihongo.human.metro-u.ac.jp /~long/maps/perceptmaps.htm (99 words)

	MATRIX V5 Strategic Marketing Software - Perceptual Maps
		Whilst it has been criticised for oversimplifying what can be sometimes be complex commercial problems, the two-dimensional Perceptual Map has become a particularly useful vehicle for management to draw attention to an emerging market opportunity, a new strategic direction, or a changing market condition.
		A useful starting point is to consider competitive position as a perceptual map in which 'Perceived Price' is plotted against 'Perceived Use Value'.
		The map can also be copied and pasted into a compatible graphics or presentation package by means of the Right-Hand Mouse Click / 'Copy to Clipboard' function.
	www.market-modelling.co.uk /Matrix/MATRIX_Step10_1.htm (882 words)

	3D Mapping : The British Publishing Company
		Please fill in the contact form below and we will reply to your enquiry as soon as possible.
		Mapping licensed from Ordnance Survey with the permission of HMSO © Crown Copyright.
		Messenger House, 33 St Michaels Square, Gloucester GL1 1HX
	www.british-publishing.com /Pages/BPC2/mappercep.html (40 words)

	Meaning Generation in Music Listening
		The auditory cortex is believed to be just as specialized, and one has discovered several tonotopic maps (brain "maps" where there is a correspondence between the tones' frequencies and their situation in the map) in the primary auditory cortex and the auditory association areas (see note 7).
		Each of these maps are believed to be responsible for the analysis of certain sound features; for example the detection of pitch and sound direction (Ibid.: 317-318) - and through the correlation of many such maps a perceptual image arises.
		Maps pertaining to different sensory modalities can also interact; and there even exist maps that are specialized at combining other maps - for example, one has localized a map that is activated by the combination of music listening and score reading, but not by listening or score reading alone (Sergent et al.: 108).
	www.uoregon.edu /~uophil/metaphor/aksnes.htm (5321 words)

	Meaning Generation in Music Listening (Site not responding. Last check: )
		The auditory cortex is believed to be just as specialized, and one has discovered several tonotopic maps (brain "maps" where there is a correspondence between the tones' frequencies and their situation in the map) in the primary auditory cortex and the auditory association areas (see note 7).
		Each of these maps are believed to be responsible for the analysis of certain sound features; for example the detection of pitch and sound direction (Ibid.: 317-318) - and through the correlation of many such maps a perceptual image arises.
		Maps pertaining to different sensory modalities can also interact; and there even exist maps that are specialized at combining other maps - for example, one has localized a map that is activated by the combination of music listening and score reading, but not by listening or score reading alone (Sergent et al.: 108).
	zakros.ucsd.edu /~trohrer/metaphor/aksnes.htm (5345 words)

	Methods for Perceptual Mapping in Brand Positioning
		A perceptual map is the output to multidimensional scaling.
		Perceptual mapping helps to communicate the relationship between competitors and the criteria used by your consumers while making purchase decisions.
		Perceptual maps, being simple graphic figures, can pave the path for all types of organizations towards strategic thinking and trigger discussions for further action.
	www.outsource2india.com /kpo/perceptual-mapping.asp (269 words)

	PERCEPTUAL SYMBOL SYSTEMS
		Rather than extracting a subset of a perceptual state and storing it for later use as a symbol, an amodal symbol system transduces a subset of a perceptual state into a completely new representation language that is inherently non-perceptual.
		The successful mapping that results represents a different proposition, namely, the one that underlies "It's true that the perceived individual is a balloon." Because infinitely many aspects of the scene can be selected and bound to simulators, an infinite number of propositions describing the scene are possible.
		As we saw, the perceptual content of a simulated computer is not sufficient for establishing the speaker's reference, because it could be mapped to many potential computers in the world, as well as to many other entities.
	www.bbsonline.org /documents/a/00/00/04/29/bbs00000429-00/bbs.barsalou.html (19811 words)

	Comparing haptic, visual, and computational similarity-based maps of novel, 3D objects (Site not responding. Last check: )
		Perceptual dimensions clearly corresponded to shape and texture.
		Maps based on 2D subtraction, 2D correlation, and 3D subtraction correlated surprisingly well with visual maps.
		In contrast, maps based on edge detection and Gabor jets correlated poorly with both haptic and visual perceptual maps.
	www.kyb.tuebingen.mpg.de /publication.html?publ=3367 (245 words)

	Elzbieta Elka Kazmierczak Embodiment and Image Design
		That is to say, mapping the sensory experience develops in accord to perceptual, intellectual, and operational schemas.
		By Neisser’s view, the origin of cognitive and concept maps is in orientation (ibid.: 111): the concept map represents a gestalt of which only a fraction is per-ceived at any one time.
		Thus, in spite of the theoretically unlimited possibilities of assigning meaning to abstract shapes, an arrow lends itself for the use in those situations in which the logic of the syntax of an arrow is applicable.
	www.elkadesigns.com /Embodiment_paper.html (3145 words)

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