Asked by Shalara Santana on Jul 14, 2024
Verified
What are the three types of data needed from consumers to develop a perceptual map?
Perceptual Map
A visual tool used in marketing to display how target customers perceive a brand or product in comparison to competitors.
Types of Data
Various forms of data including qualitative, quantitative, primary, secondary, big data, and more, each with specific characteristics and uses in research and analysis.
- Explain the role of data in developing perceptual maps and positioning products.
Verified Answer
CP
Chintan PatelJul 18, 2024
Final Answer :
In determining a brand's position and the preferences of consumers, companies obtain three types of data from consumers: (1) important attributes for a product class, (2) judgments of target customers about existing products or brands with respect to these attributes, and (3) where the company's product or brand is on these attributes in the minds of potential consumers. See Figure 9-9.
Learning Objectives
- Explain the role of data in developing perceptual maps and positioning products.
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