Perceptual mapping is a process that is used to:
A) create a three-dimensional representation of the responses of the participants in a study.
B) create a three-dimensional representation of the perceptions of researchers.
C) create a one-dimensional representation of the responses of the participants in a study.
D) develop maps that show the perceptions of respondents in a study.
E) develop maps that show the null hypothesis related to a study.

Question

Quizplus · Accepted Answer

Perceptual mapping is a technique that is used to develop maps that show the perceptions of respondents in a study. These maps can be used to understand how different products, brands, or services are perceived by consumers relative to one another, and can help companies to identify opportunities for product differentiation and positioning. The mapping process involves asking participants in a study to rate various products or brands on different attributes, and then using statistical techniques to create a visual representation of how these ratings are related to each other. This representation can then be used to identify clusters of products or brands that are perceived similarly, and to identify products or brands that are outliers in terms of their perceived attributes.

Perceptual Mapping Is a Process That Is Used To