Analytical Attribute Approaches: Introduction and Perceptual Mapping

Question 1

A product is composed of various __________, which define its characteristics and value to consumers.

Answer 1

attributes

Question 2

Attributes can be classified into three types:

(Benefits/Functions/Features) – What the product consists of (e.g., material, design).
(Benefits/Functions/Features) – What the product does and how it works.
(Benefits/Functions/Features)– How the product provides satisfaction to the user.

Answer 2

• Features
• Functions
• Benefits

Question 3

Identifies gaps in the market for new product opportunities.

A. Perceptual Gap Analysis
B. Determinant Maps
C. Perceptual Mapping Techniques

Answer 3

A. Perceptual Gap Analysis

Question 4

Uses factor analysis and multidimensional scaling (MDS) to visualize customer perceptions of products.

A. Perceptual Gap Analysis
B. Determinant Gap Maps
C. Perceptual Mapping Techniques

Question 5

Uses expert judgment to plot product attributes on a map.

A. Perceptual Gap Analysis
B. Determinant Gap Maps
C. Perceptual Mapping Techniques

Answer 5

B. Determinant Gap Maps

Question 6

A (Perceptual Gap Analysis/Determinant Gap Map) is a visual representation of products based on two key attributes that managers believe are important in differentiating products in the market.

Answer 6

Determinant Gap Map

Question 7

(Perceptual Gap Analysis/Determinant Gap Map) use customer perceptions to map products. Customers rate brands on various attributes, and statistical techniques (e.g., factor analysis) simplify this data into key underlying factors.

Answer 7

Perceptual Gap Analysis

Question 8

(AR or OS) perceptual gap mapping asks market participants, both buyers and users of the product) to tell what attributes they believe products have.

Answer 8

AR or Attribute Ratings

Question 9

(AR or OS) perceptual gap mapping techniques do not require customers to rate choices on individual attributes. Rather, these techniques run on perceptions of overall similarities between pairs of brands

Answer 9

OS or Overall Similarities

Question 10

It is a statistical technique used to create these maps. It places products in a way that preserves perceived similarities without predefined axes. (MDS)

Answer 10

Multidimensional Scaling (MDS)