Deck 18: Brand Mapping

Question 1

________ maps provide a visual representation of consumers' attitudes,typically in terms of the perceived strengths and weaknesses of brands that compete in the same category.

A)Perceptual
B)Personification
C)Symbolic
D)Judgment
E)Picture

Answer 1

A

Question 2

You conduct a perceptual mapping study.The following data is obtained from the initial factor analysis. $\begin{array} { c } Factor&Eigenvalue& Percent ~of ~Variance\\1 & 3.0 & 33.3 \% \\ 2 & 1.7 & 18.9 \\ 3 & 1.4 & 15.6 \\ 4 & 1.2 & 13.3 \\ 5 & .7 & 7.8 \\ 6 & .7 & 7.8 \\ 7 & .1 & 1.1 \\ 8 & .1 & 1.1 \\ 9 & .1 & 1.1 \\ & & \\ \text { TOTAL } & 9.0 & 100.0 \end{array}$ What would be the most appropriate number of factors to select for the next step of the analysis.

A)1
B)2
C)3
D)4

Answer 2

4

Question 3

You conduct a perceptual mapping study for shampoo and decide that it is a three-factor solution.The computer then determines the extent to which each attribute is associated with each factor.The data is shown below. $\begin{array} { l c c c } Attribute&Factor 1&Factor 2&Factor 3\\\\\text { Untangles hair } & + .88 & + .03 & - .04 \\ \text { Repairs split ends } & + .23 & + .69 & + .03 \\ \text { Makes hair easy to style } & + .78 & - .05 & - .21 \\ \text { Revitalizes hair } & + .11 & + .88 & - .15 \\ \text { One bottle lasts a long time } & - .11 & - .03 & + .88 \\ \text { Not concentrated } & + .72 & + .23 & - .91 \\ \text { Renews hair's natural vitamins } & + .10 & + .78 & - .22 \end{array}$ The attribute "untangles hair" is most closely related to which other attribute (from the list below)?

A)Repairs split ends
B)Makes hair easy to style
C)Revitalizes hair
D)One bottle lasts a long time
E)Renews hair's natural vitamins

Answer 3

Makes hair easy to style

Question 4

Perceptual maps inform advertisers with regard to the ________ consumers use to evaluate brands.

A)numeric criteria
B)scale
C)dimensions
D)scope
E)range

Question 5

You conduct a perceptual mapping study for shampoo and decide that it is a three-factor solution.The computer then determines the extent to which each attribute is associated with each factor.The data is shown below. $\begin{array} { l c c c } Attribute&Factor 1&Factor 2&Factor 3\\\\\text { Untangles hair } & + .88 & + .03 & - .04 \\ \text { Repairs split ends } & + .23 & + .69 & + .03 \\ \text { Makes hair easy to style } & + .78 & - .05 & - .21 \\ \text { Revitalizes hair } & + .11 & + .88 & - .15 \\ \text { One bottle lasts a long time } & - .11 & - .03 & + .88 \\ \text { Not concentrated } & + .72 & + .23 & - .91 \\ \text { Renews hair's natural vitamins } & + .10 & + .78 & - .22 \end{array}$ Which factor(s)contain three attributes?

A)Factor 1
B)Factor 2
C)Factor 3
D)Both Factors 1 and 2
E)Both Factors 2 and 3

Question 6

You conduct a perceptual mapping study.The following data is obtained from the initial factor analysis. $\begin{array} { c c c } Factor&Eigenvalue&Percent ~of ~Variance\\1 & 3.0 & 33.3 \% \\ 2 & 1.7 & 18.9 \\ 3 & 1.4 & 15.6 \\ 4 & .8 & ? \\ 5 & .7 & 7.8 \\ 6 & .7 & 7.8 \\ 7 & .3 & 3.3 \\ 8 & .3 & 3.3 \\ 9 & .1 & 1.1 \end{array}$ The question mark should be replaced with ________.

A)0.0
B)7.8
C)8.9
D)11.1
E)cannot be determined from the information provided

Question 7

You conduct a perceptual mapping study for shampoo and decide that it is a three-factor solution.The computer then determines the extent to which each attribute is associated with each factor.The data is shown below. $\begin{array} { l c c c } Attribute&Factor 1&Factor 2&Factor 3\\\\\text { Untangles hair } & + .88 & + .03 & - .04 \\ \text { Repairs split ends } & + .23 & + .69 & + .03 \\ \text { Makes hair easy to style } & + .78 & - .05 & - .21 \\ \text { Revitalizes hair } & + .11 & + .88 & - .15 \\ \text { One bottle lasts a long time } & - .11 & - .03 & + .88 \\ \text { Not concentrated } & + .72 & + .23 & - .91 \\ \text { Renews hair's natural vitamins } & + .10 & + .78 & - .22 \end{array}$ Which factor is best labeled "Best/worst for healthy hair?"

A)Factor 1
B)Factor 2
C)Factor 3

Question 8

You conduct a factor analysis leading to the creation of perceptual maps.Four factors have been identified.How many perceptual maps,in total,need to be created in order to plot all combinations of factors?

A)1
B)2
C)4
D)6
E)8

Question 9

Consider the perceptual map shown below. Which is the best quadrant for a brand to be in?

A)I
B)II
C)III
D)IV

Question 10

Data collection underlying the creation of a perceptual map requires that every brand be evaluated on every attribute.

Question 11

Consider the perceptual map shown below. Which brand is in the strongest competitive position?

A)Bebo
B)Facebook
C)Myspace
D)Zanga

Question 12

Consider the perceptual map shown below. Which quadrants represent a mix of brand strengths and weaknesses?

A)I and II
B)I and IV
C)I and III
D)II and III
E)II and IV

Question 13

Consider the perceptual map shown below. Which is the worst quadrant for a brand to be in?

A)I
B)II
C)III
D)IV

Question 14

Consider the perceptual map shown below. Which brand is in the weakest competitive position?

A)Myspace
B)Bebo
C)Zanga
D)Zorpia
E)Yahoo! 360

Question 15

A perceptual mapping study was conducted to explore consumers' perceptions of various brands of television sets.Two dimensions were discovered: Picture Quality and Sound.The average ratings for different brands,as well as the Ideal brand,on each dimension is shown below.The scale range is from + 3 to -3. $\begin{array} { c } Brand&Picture~ Quality&Sound\\\text { A } & .2 & .7 \\ \text { B } & 2.5 & .3 \\ \text { C } & 1.5 & - 1.5 \\ \text { D } & 1.0 & - 1.0 \\ \text { E } & 2.3 & - 1.0 \\ \text { F } & - 2.0 & - 1.3 \\ \text { G } & - 2.0 & .7 \\ \text { H } & 2.5 & 2.5 \\ \text { Ideal } & 2.7 & .1 \end{array}$ The brand that is best positioned to meet consumers' preferences is brand ________.

A)A
B)B
C)D
D)F
E)H

Question 16

What type of measure collects the data used to create a perceptual map?

A)multiple choice questions
B)dichotomous questions
C)rating scale
D)constant sum questions
E)semantic differential

Question 17

Consider the perceptual map shown below. What needs to be added to this map in order to determine the single brand that is in the strongest competitive position?

A)average brand ratings
B)additional brands in the upper left quadrant
C)additional brands in the lower left quadrant
D)the ideal brand
E)additional brands in the lower right quadrant

Question 18

The creation of a perceptual map begins with a list of specific category attributes.

Question 19

________ is used to determine the number of dimensions consumers use to evaluate brands.

A)Factor analysis
B)Chi-square
C)Analysis of variance
D)Multi-modal analysis
E)Hybrid analysis

Question 20

A dimension is a broad descriptor which represents a group of related,individual product ________.

A)signs
B)attributes
C)symbols
D)names
E)enhancements

Question 21

Consider the correspondence map shown below. Which attribute shown below is the most valued by consumers?

A)Excellent selection
B)Reliable phones
C)Excellent service
D)Knowledgeable salespeople

Question 22

The last step in the creation of a brand concept map is ________.

A)aggregation
B)mapping
C)elicitation

Question 23

Brand concept maps focus on ________ brand(s).

A)only one
B)exactly two
C)three or more

Question 24

You conduct a perceptual mapping study and decide that three dimensions are required.Then,as part of data analysis,you divide the sample into two groups: younger men and older men.The ratings of both groups for your brand,as well as the Ideal brand,are shown below.The scale range is +3 to -3. $\begin{array}{lccc}\text { Brand } & \text { Dimension 1 } & \text { Dimension 2 } & \text { Dimension 3 } \\\hline\text { Ratings by Young Men } & & & \\\text { Your Brand } & +2.7 & +2.1 & +2.5 \\\text { Ideal Brand } & +2.8 & +2.6 & +2.6\\\\\text { Ratings by Older Men }\\\text { Your Brand } & +2.2 & +.1 & -1.3 \\\text { Ideal Brand } & +2.6 & -1.9 & +2.8\end{array}$ The two groups of men ________ that all three dimensions are important in the purchase decision.

A)agree
B)disagree

Question 25

Think about the creation of a brand concept map.The ________ step identifies the most important brand associations.

A)aggregation
B)mapping
C)elicitation

Question 26

Consider the correspondence map shown below. Which brand most closely competes with Brand A?

A)Brand B
B)Brand C
C)Brand E
D)Brand F

Question 27

Consider the correspondence map shown below. Your client,who does not appear on the map,asks if the company should stress the reliability of their phones or excellent value.What is your recommendation?

A)stress reliability
B)stress excellent value
C)either attribute is equally good to stress

Question 28

A perceptual mapping study was conducted to explore consumers' perceptions of various brands of television sets.Two dimensions were discovered: Picture Quality and Sound.The average ratings for different brands,as well as the Ideal brand,on each dimension is shown below.The scale range is from + 3 to -3. $\begin{array} { c } Brand&Picture~ Quality&Sound\\\text { A } & .2 & .7 \\ \text { B } & 2.5 & .3 \\ \text { C } & 1.5 & - 1.5 \\ \text { D } & 1.0 & - 1.0 \\ \text { E } & 2.3 & - 1.0 \\ \text { F } & - 2.0 & - 1.3 \\ \text { G } & - 2.0 & .7 \\ \text { H } & 2.5 & 2.5 \\ \text { Ideal } & 2.7 & .1 \end{array}$ In order to move closer to the Ideal,Brand E needs to primarily generate more positive perceptions of its ________.

A)picture quality only
B)sound quality only
C)both picture quality and sound quality

Question 29

The first step in the creation of a brand concept map is ________.

A)aggregation
B)mapping
C)elicitation

Question 30

Consider the following two statements:
I.The two groups of men have similar images of your brand.
II.You could improve your brand's position in the marketplace for both groups
of men if you improve your brand's image on Dimension 3.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true
Answer: D
Page Ref: 523
Difficulty: Difficult
Learning Obj.: LO2
Classification: Synthesis
AACSB Standard: Analytic Skills
Correspondence maps,similar to perceptual maps,provide explicit insights into the dimensions consumers use to evaluate brands.

Question 31

Think about the creation of a brand concept map.The ________ step is where a researcher codes the maps created by each individual respondent and then,based on the data obtained,uses a set of decision rules to combine the individual maps in one master exemplar map.

A)aggregation
B)mapping
C)elicitation

Question 32

Think about the creation of a brand concept map.Only quantitative research can be used in the elicitation state.

Question 33

You conduct a perceptual mapping study and decide that three dimensions are required.Then,as part of data analysis,you divide the sample into two groups: younger men and older men.The ratings of both groups for your brand,as well as the Ideal brand,are shown below.The scale range is +3 to -3.

Question 34

In a brand concept map,the ________ the number of lines linking two attributes the greater the association.

A)greater
B)fewer
C)larger

Question 35

Think about the creation of a brand concept map.It is advantageous to have different types of individuals in the mapping and elicitation stages of data collection.

Question 36

When thinking about advertising strategy,the brand closest to the Ideal brand would most likely try to defend and maintain its competitive position.

Question 37

Consider the correspondence map shown below. You have been hired as a consultant to Company G.Which of the following would be the best recommendation to make?

A)Continue to stress the reliable phones and knowledgeable salespeople
B)Shift emphasis to billing accuracy
C)Shift emphasis to value and works anywhere

Question 38

A perceptual mapping study was conducted to explore consumers' perceptions of various brands of television sets.Two dimensions were discovered: Picture Quality and Sound.The average ratings for different brands,as well as the Ideal brand,on each dimension is shown below.The scale range is from + 3 to -3. $\begin{array} { c } Brand&Picture~ Quality&Sound\\\text { A } & .2 & .7 \\ \text { B } & 2.5 & .3 \\ \text { C } & 1.5 & - 1.5 \\ \text { D } & 1.0 & - 1.0 \\ \text { E } & 2.3 & - 1.0 \\ \text { F } & - 2.0 & - 1.3 \\ \text { G } & - 2.0 & .7 \\ \text { H } & 2.5 & 2.5 \\ \text { Ideal } & 2.7 & .1 \end{array}$ Which brand has the least developed brand image?

A)A
B)D
C)E
D)G
E)H

Question 39

The end goal of brand concept map creation is a set of maps,each of which represents the perceptions of a single individual.

Question 40

The creation of correspondence maps requires that data be collected at the ________ level of measurement.

A)nominal
B)ordinal
C)interval
D)ratio

Question 41

Perceptual maps for the same brands often change across different consumer segments.

Question 42

Research using perceptual maps has shown that advertising has the power to change the dimensions consumers use to evaluate brands.

Question 43

Consider the following two statements with regard to the use of perceptual maps.
I.Plotting current and potential customers on the same map can make an
Important contribution to strategic decision making.
II.The use of before and after perceptual maps can track advertising impact.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 44

A brand concept map allows an advertiser to see important brand associations and how these associations are connected in the consumers' mind.

Question 45

Consider the perceptual map shown below.
What are three options open to Facebook should it want to improve its competitive position.

Question 46

You conduct a perceptual mapping study for automobiles and decide that it is a three-factor solution.The label assigned to each factor is shown in the Table below.The table also shows the average rating of each brand (plus the Ideal brand)on each factor using a scale of -5 to +5.
How does the Ideal brand help you better understand consumers' desires in this product category?

Question 47

You conduct a perceptual mapping study for automobiles and decide that it is a three-factor solution.The label assigned to each factor is shown in the Table below.The table also shows the average rating of each brand (plus the Ideal brand)on each factor using a scale of -5 to +5.
Which brand is in the strongest competitive position? Which brand is in the weakest competitive position? Why?

Question 48

Consider the perceptual map shown below.
Yahoo!360 wants to move closer to the Ideal,but realizes that it is best to address only one dimension at a time.With regard to Yahoo!360's first actions,would you recommend that it try to improve perceptions of it's "cutting-edge" new web site,or instead focus on the new web site's "ease of use?"

Question 49

Think about brand concept maps.What actions are likely for an advertiser in an instance where their desired positioning matches consumers' perceptions?