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ASSIGNMENT 2: Perceptual Mapping

The document provides instructions for conducting a perceptual mapping analysis using multidimensional scaling in SPSS. It involves choosing a brand and 6-7 competitors, collecting similarity judgments for all brand pairs on a 7-point scale, inputting the data into SPSS, running multidimensional scaling, and interpreting the resulting perceptual map by assigning names to the dimensions.

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anshul_jain28
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20 views

ASSIGNMENT 2: Perceptual Mapping

The document provides instructions for conducting a perceptual mapping analysis using multidimensional scaling in SPSS. It involves choosing a brand and 6-7 competitors, collecting similarity judgments for all brand pairs on a 7-point scale, inputting the data into SPSS, running multidimensional scaling, and interpreting the resulting perceptual map by assigning names to the dimensions.

Uploaded by

anshul_jain28
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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ASSIGNMENT 2: Perceptual Mapping

(See worksheet at end of assignment) PERCEPTUAL MAPPING ((Multidimensional Scaling using SPSS)
(1) Choose any brand (can be product/service/place/person). Identify 6-7 relevant competitors for the brand. (2) Collect similarity judgments on a scale (e.g. 1-7, where 1=Very Similar and 7=Very Dissimilar) for every pair of the above brands, from (a) Yourself and (b) Any other individual. For example, for set of competing brands: A, B,E Similarity Judgments V.Similar A and B A and C A and D A and E B and C B and D B and E C and D C and E D and E Go to SPSS Click on New, Data 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 6 6 6 6 6 6 6 6 6 6 V. Different 7 7 7 7 7 7 7 7 7 7

Double click on the 1st column Input your first brands name (here it is A)

Click on Data View on the bottom of screen, and repeat for all brands. After all products have been named, create a column called Brands To do so, double click on the column, type the words Brands. Before your type in the names of the brands as shown, you will need to go to Variable View at bottom of the screen change Type from Numeric to String.

Type in all the similarity judgments (for every pair of brands)

Go to Scale, Multidimensional Scaling

Follow these directions:

The Perceptual Map will be seen in your output file. You can cut and paste it in a Word document. Interpret the map, the best you can by choosing names for each dimension. Write a few sentences, explaining the rationale for you choice of dimensions.

PERCEPTUAL MAPPING
Worksheet

Choose any brand A:___________________

Choose 6 relevant competitors for A B_________________ C_________________ D_________________ E_________________ F_________________ G________________

Similarity Judgments V.Similar A and B A and C A and D A and E A and F A and G B and C B and D B and E B and F B and G C and D C and E C and F C and G D and E D and F D and G E and F E and G F and G 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 V. Different 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7

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