A technique that requires consumers to judge the similarity of alternative brands is _____.
A) conjoint analysis
B) attitude survey
C) semantic differential scale
D) perceptual mapping
E) none of the above

Question

Quizplus · Accepted Answer

Perceptual mapping generally involves having the consumer look at possible pairs of brands and indicate which pair is most similar, which is second most similar, and so forth until all pairs are ranked.

A Technique That Requires Consumers to Judge the Similarity of Alternative