Week 4 - Compositional perceptual mapping Flashcards
What does CPM stands for
Compositional perceptual mapping
What is compositional perceptual mapping?
It is the positioning of a product in relation to its chosen competitor in the mind or as perceived by a particular segment of consumers.
What are the three important dimensions of positioning ?
- Good amount of customer segment
- Product category
- A good situational context
What are the advantages of CPM ?
- Strong face validity (effective)
- Data is easy to collect
- Data is easy to interpret
- You can select the attributes you wish to plot
What are the cons of CPM
- depends on the attributes that you selected
- Independent variable are less interpretable
- Dimensions are combination of attributes so you don’t see the importance of each attributes
- Arbitrary unit of dimensions
What is one tip to choose the right attributes for the CPM
looking at the attributes for consumer choice in the laddering exercise.
What is the score on the perceptual map?
it is the mean component score for a product for all the respondent.
T or F : the more heterogeneity
among respondents,
the less difference
between products
true
T or F : if the product scores negative on the dimension of health it means that the consumer sees it as unhealthy
no it means that it score lower than the average
How can managers use the perceptual map?
1- identify attractive and feasible profitable gaps
2-avoid cannibalization
3-identify serious image problems
4- identify the position of the market leaders
what is a good correlation?
everything that is below 0.3 is negligeable correlation 0.3-0,5 is a small correlation and correlation between 0.5-0.7 are considered moderated correlation. above 0.7 are considerate high correlation and so are considered good correlation.
T or F: Most of the attributes will correlate for 0.7 and above to have a component / facotr name.
true
