Direct Mapping of Consumer Perceptions

Rashmi Adaval; Eloise Coupey; Sunder Narayanan

doi:10.1007/978-3-319-13147-4_64

Direct Mapping of Consumer Perceptions

Rashmi Adaval, Eloise Coupey, Sunder Narayanan

Research output: Chapter in Book/Conference Proceeding/Report › Book Chapter › peer-review

1 Citation (Scopus)

Abstract

Traditional perceptual mapping techniques such as factor analysis and multidimensional scaling do not directly involve the consumer in determining the number of dimensions, naming the dimensions or locating brands along the dimensions. This paper describes Direct Perceptual Mapping (DPM), a technique with which perceptual maps are elicited directly from the consumer. Results show that DPM compares favorably with traditional techniques in producing perceptual maps. In addition, DPM can provide process data that are not available with traditional techniques.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	255-263
Number of pages	9
DOIs	https://doi.org/10.1007/978-3-319-13147-4_64
Publication status	Published - 2015
Externally published	Yes

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Bibliographical note

Publisher Copyright:
© 2015, The Academy of Marketing Science.

Keywords

Ideal Brand
List Condition
Multidimensional Scaling
Product Category
Star Trek

Access to Document

10.1007/978-3-319-13147-4_64

Cite this

@inbook{ed60b68308ee49b299abd8b0a979f975,

title = "Direct Mapping of Consumer Perceptions",

abstract = "Traditional perceptual mapping techniques such as factor analysis and multidimensional scaling do not directly involve the consumer in determining the number of dimensions, naming the dimensions or locating brands along the dimensions. This paper describes Direct Perceptual Mapping (DPM), a technique with which perceptual maps are elicited directly from the consumer. Results show that DPM compares favorably with traditional techniques in producing perceptual maps. In addition, DPM can provide process data that are not available with traditional techniques.",

keywords = "Ideal Brand, List Condition, Multidimensional Scaling, Product Category, Star Trek",

author = "Rashmi Adaval and Eloise Coupey and Sunder Narayanan",

note = "Publisher Copyright: {\textcopyright} 2015, The Academy of Marketing Science.",

year = "2015",

doi = "10.1007/978-3-319-13147-4\_64",

language = "English",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

publisher = "Springer Nature",

pages = "255--263",

booktitle = "Developments in Marketing Science",

}

Direct Mapping of Consumer Perceptions. / Adaval, Rashmi; Coupey, Eloise; Narayanan, Sunder.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2015. p. 255-263 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Conference Proceeding/Report › Book Chapter › peer-review

TY - CHAP

T1 - Direct Mapping of Consumer Perceptions

AU - Adaval, Rashmi

AU - Coupey, Eloise

AU - Narayanan, Sunder

PY - 2015

Y1 - 2015

N2 - Traditional perceptual mapping techniques such as factor analysis and multidimensional scaling do not directly involve the consumer in determining the number of dimensions, naming the dimensions or locating brands along the dimensions. This paper describes Direct Perceptual Mapping (DPM), a technique with which perceptual maps are elicited directly from the consumer. Results show that DPM compares favorably with traditional techniques in producing perceptual maps. In addition, DPM can provide process data that are not available with traditional techniques.

AB - Traditional perceptual mapping techniques such as factor analysis and multidimensional scaling do not directly involve the consumer in determining the number of dimensions, naming the dimensions or locating brands along the dimensions. This paper describes Direct Perceptual Mapping (DPM), a technique with which perceptual maps are elicited directly from the consumer. Results show that DPM compares favorably with traditional techniques in producing perceptual maps. In addition, DPM can provide process data that are not available with traditional techniques.

KW - Ideal Brand

KW - List Condition

KW - Multidimensional Scaling

KW - Product Category

KW - Star Trek

UR - https://www.scopus.com/pages/publications/85094625435

U2 - 10.1007/978-3-319-13147-4_64

DO - 10.1007/978-3-319-13147-4_64

M3 - Book Chapter

AN - SCOPUS:85094625435

T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

SP - 255

EP - 263

BT - Developments in Marketing Science

PB - Springer Nature

ER -

Direct Mapping of Consumer Perceptions

Abstract

Publication series

Bibliographical note

Keywords

Access to Document

Other files and links

Fingerprint

Cite this