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What are the three types of data needed from consumers to develop a perceptual map?
On Jul 18, 2024
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.