Exam 6: Analytical Attribute Approaches: Introduction and Perceptual Mapping

In order to be useful,a factor which has been identified during factor analysis should have an eigenvalue less than zero.

Marketing managers in the America-First Corporation routinely create "gap maps" representing the position of their product vis-à-vis competitive offerings.These maps,based on managerial expertise and judgment,are examples of a(n)_____ GAP map.

The feature attribute of a product indicates:

Techniques used for creating perceptual gap maps based on overall similarities require customers to rate choices on individual attributes.

With reference to gap maps,attributes that are static and quantifiable are called determinant attributes.

Discuss various attributes of products with examples.

Sales data generated by using statistical forecasting techniques is used to for creating determinant gap map.

In AR perceptual gap mapping,individual respondents can be grouped together into benefit segments based on their preferences through the use of:

Dimensional analysis focuses upon:

On a market map produced by gap analysis,customer perceptions of various products are indicated by:

Which of the following is a statistical technique available in computer packages which is typically used to reduce the large number of attributes to a small number of underlying dimensions,which can then serve as the axes of the perceptual map?

The "data cubes" produced by AR perceptual gap maps are typically too large / complicated to be of practical value to managers.

The data obtained from users using customer attribute ratings is used for creating an OS perceptual gap map.

Discuss various drawbacks of gap analysis.

Once a factor analysis is done,which of the following are used to determine how many underlying factors should be retained for further analysis in the AR perceptual gap mapping model?

Describe determinant gap maps.

In order to be useful,a factor which has been identified during factor analysis should have an eigenvalue greater than:

The first step in creating AR perceptual GAP maps typically is to:

MDS attempts to plot the choices on a map such that the similarities are best preserved.

Which of the following statements is true regarding an attribute rating perceptual gap mapping method?