Technical Papers

Title: CPM

Description:

" Composite Product Mapping" (CPM) in many ways can be considered the successor to the APM system. It can generate the discriminant-based perceptual maps that APM does. In addition, two new "composite" mapping techniques are included. These new composite techniques create maps using both perceptual and preference data. The preference data can come from paired comparison judgements between brands (products or objects), or from conjoint part worths. 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.

In contrast to the APM system, CPM does not include a module for collecting data. Data can come from paper-and-pencil or computerized surveys, so long as they are appropriately formatted in an ASCII file. CPM includes a Ci3 template for collecting data with the Ci3 System. If the Ci3 template is used, CPM can read the data directly from the Ci3 data file. The CPM System includes a Windows-based Plot module for creating presentation-quality maps.

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Applied methodologies

Technical papers

#02

Market researcher, research agency United Kingdom

#02 "This is such an improvement over the non- Sawtooth conjoint software I have used in the past. If only I had discovered it earlier, trade-off research would have been a lot better."