Technical Papers
Title: Product Mapping with Perceptions and Preferences Description: Johnson reviews the history of perceptual mapping as it relates to marketing research. He notes that approaches have been developed to map products or objects based on preferences and on perceptions, but seldom have both elements been combined in product mapping. "Maps based on perceptions are easy to interpret and good at conveying insights, but they are often less good at predicting individual preferences," Johnson explains. "Maps based on preferences are better at accounting for preferences, but their dimensions are sometimes hard to interpret."Johnson presents a new method that he terms "Composite Product Mapping" that combines both perceptions of brands on attributes and preferences among brands. The perceptual information results from attribute ratings for brands, and the preference information can come from a variety of sources, including pairwise judgments or conjoint part worths. 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. In this case, variables unimportant with respect to preference are relegated to less important, higher dimensions with his new approach. Additionally, contours representing "density of demand" can be added to the maps indicating areas of relative preference. This paper was originally presented at the 1999 Sawtooth Software Conference. Download: |
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