Which of the following techniques is used in OS perceptual gap mapping to convert the customer similarity data into a perceptual map?
A)Multidimensional scaling
B)Factor analysis
C)Cluster analysis
D)Scree test

Question

Quizplus · 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.

Which of the Following Techniques Is Used in OS Perceptual