Chapter 6

Question 1

What is the basic idea, the three types of attributes, and the theoretical sequence when it comes to attributes?

Answer 1

1. Products are made up of attributes. A future product change must involve the change of at least one attribute.
2. The three types of attributes are features, functions, and benefits.
3. A feature permits a function which provides a benefit.

Question 2

What are three types of gap analysis?

Answer 2

1. Determinant gap map (managerial)
2. AR perceptual gap map (based on attribute ratings by customers)
3. OS perceptual map (based on overall similarities ratings by customers)

Question 3

What types of multivariate analysis can be used to reduce data?

Answer 3

1. Factor Analysis: Original number of attributes is reduced to a smaller number of factors, each containing a set of attributes that “hang together” (i.e., factors containing a set of similar attributes)
2. Cluster Analysis: Reduces the original number of respondents to a smaller number of clusters based on their benefits sought, as revealed by their “ideal brand” (i.e., clusters of respondents based on benefits sought)

Question 4

How do analytic approaches differ between AR and OS methods?

Answer 4

AR methods use factor analysis and multiple discriminant analysis, while OS Methods use multidimensional scaling (MDS).

Question 5

Failures of Gap Analysis

• Input comes from questions on how brands differ (nuances ignored)
• Brands considered as sets of attributes; totalities, interrelationships overlooked; also creations requiring a conceptual leap
• Analysis and mapping may be history by the time data are gathered and analyzed
• Acceptance of findings by persons turned off mathematical calculations?

Answer 5

No Answer