Page "Perceptual mapping" Paragraph 10

When detailed marketing research studies are done methodological problems can arise, but at least the information is coming directly from the consumer.

There is an assortment of statistical procedures that can be used to convert the raw data collected in a survey into a perceptual map.

Preference regression will produce ideal vectors.

Multi dimensional scaling will produce either ideal points or competitor positions.

Factor analysis, discriminant analysis, cluster analysis, and logit analysis can also be used.

Some techniques are constructed from perceived differences between products, others are constructed from perceived similarities.

Still others are constructed from cross price elasticity of demand data from electronic scanners.