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Advertising Research Theory and Practice

Business

Quiz 18 :

Brand Mapping

Quiz 18 :

Brand Mapping

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________ 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.
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Multiple Choice
Answer:

Answer:

A

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You conduct a perceptual mapping study.The following data is obtained from the initial factor analysis. img What would be the most appropriate number of factors to select for the next step of the analysis.
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Multiple Choice
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Answer:

D

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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. img The attribute "untangles hair" is most closely related to which other attribute (from the list below)?
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Multiple Choice
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Answer:

B

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Perceptual maps inform advertisers with regard to the ________ consumers use to evaluate brands.
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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. img Which factor(s)contain three attributes?
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You conduct a perceptual mapping study.The following data is obtained from the initial factor analysis. img The question mark should be replaced with ________.
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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. img Which factor is best labeled "Best/worst for healthy hair?"
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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?
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Consider the perceptual map shown below. img Which is the best quadrant for a brand to be in?
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Data collection underlying the creation of a perceptual map requires that every brand be evaluated on every attribute.
True False
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Consider the perceptual map shown below. img Which brand is in the strongest competitive position?
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Consider the perceptual map shown below. img Which quadrants represent a mix of brand strengths and weaknesses?
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Consider the perceptual map shown below. img Which is the worst quadrant for a brand to be in?
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Consider the perceptual map shown below. img Which brand is in the weakest competitive position?
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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. img The brand that is best positioned to meet consumers' preferences is brand ________.
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What type of measure collects the data used to create a perceptual map?
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Consider the perceptual map shown below. img What needs to be added to this map in order to determine the single brand that is in the strongest competitive position?
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The creation of a perceptual map begins with a list of specific category attributes.
True False
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________ is used to determine the number of dimensions consumers use to evaluate brands.
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A dimension is a broad descriptor which represents a group of related,individual product ________.
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