Question 1

Discuss various attributes of products with examples.

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Question 2

What are the three types of gap maps?

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Question 3

Describe determinant gap maps.

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Question 4

GAP analysis may be criticized for of all of the following reasons EXCEPT:

Accepted Answer

GAP analysis can be used for concept generation and new product development, so this option is not a valid criticism of the tool. Options A, B, and C cite valid critiques of GAP analysis, which are that it overlooks nuances, cannot evaluate interrelationships and synergies, and cannot deal with conceptual leaps.

Question 5

Which of the following techniques is used in OS perceptual gap mapping to convert the customer similarity data into a perceptual map?

Accepted Answer

Multidimensional scaling is the most commonly used technique in OS perceptual gap mapping to convert customer similarity data into a perceptual map. It is a mathematical technique that visualizes the relative positions of products or brands in a multi-dimensional space, where the distances between the points represent the degree of similarity or dissimilarity between the products or brands. Factor analysis and cluster analysis are statistical techniques used for data reduction and are not directly applicable for perceptual mapping. Scree test is a visual aid used to determine the number of factors to be retained in factor analysis but does not apply to perceptual mapping.

Question 6

Briefly describe the strengths and weaknesses of AR perceptual maps.

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Question 7

Discuss various drawbacks of gap analysis.

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Question 8

In developing new products,marketers must:

Accepted Answer

In order to develop truly innovative and groundbreaking products, marketers must not be bound by what seems impossible. They must think outside the box and be willing to take risks to push the boundaries of what is currently achievable. This approach is essential for developing products that can truly disrupt the market and provide significant value to consumers.

Question 9

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

Accepted Answer

Eigenvalue is a measure of the amount of variability in the original data accounted for by each identified factor. In factor analysis, only factors with eigenvalues greater than 1.0 (or sometimes above 0.5) are considered useful and retained for further interpretation, as they explain a significant proportion of the variance in the data compared to the unexplained variance. Therefore, the correct choice is C) 1.0.

Question 10

Which of the following gap maps was developed to deal with the fact that users may make purchase decisions based on "phantom" attributes that they cannot identify or verbalize?

Accepted Answer

OS perceptual GAP maps (Overall Similarity) are used when users make decisions based on attributes they cannot easily identify or verbalize, as they rely on overall perceptions rather than specific, identifiable attributes.

Question 11

OS techniques:

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Question 12

Which of the following statements is true regarding a perceptual gap map based on overall similarities?

Accepted Answer

A perceptual gap map based on overall similarities considers phantom attributes, which are attributes that consumers perceive but are not explicitly defined or measured.

Question 13

Which of the following forms of perceptual maps are distinguished by the fact that its axes are not labeled or defined?

Accepted Answer

MDS-based perceptual gap maps are distinguished by the fact that their axes are not labeled or defined. MDS stands for Multidimensional Scaling, which is a technique used to analyze perceptual maps. In this technique, consumers are asked to rate the similarities between various brands, and those ratings are used to generate a geometric representation of those brands. As a result, the axes are not labeled or defined because they are derived from the consumers' perceptions rather than pre-determined variables.

Question 14

Gap maps:

Accepted Answer

Gap maps are tools used to identify gaps in the market, which can highlight potential opportunities for new product concepts.

Question 15

The factor analysis procedure provides a useful statistic called the _____ for each factor,which is mathematically related to the amount of variance explained.

Accepted Answer

The statistic mentioned in the question, which is mathematically related to the amount of variance explained, is called eigenvalue in factor analysis. Therefore, the best choice is A) eigenvalue.

Quiz 6: Analytical Attribute Approaches: Introduction and Perceptual Mapping