September 2012, Volume 23, Issue 3, pp 585-601,
Open Access This content is freely available online to anyone, anywhere at any time.
Date: 02 Feb 2012
Multiattribute perceptual mapping with idiosyncratic brand and attribute sets
This article proposes an extremely flexible procedure for perceptual mapping based on multiattribute ratings, such that the respondent freely generates sets of both brands and attributes. Therefore, the brands and attributes are known and relevant to each participant. Collecting and analyzing such idiosyncratic datasets can be challenging. Therefore, this study proposes a modification of generalized canonical correlation analysis to support the analysis of the complex data structure. The model results in a common perceptual map with subject-specific and overall fit measures. An experimental study compares the proposed procedure with alternative approaches using predetermined sets of brands and/or attributes. In the proposed procedure, brands are better known, attributes appear more relevant, and the respondent’s burden is lower. The positions of brands in the new perceptual map differ from those obtained when using fixed brand sets. Moreover, the new procedure typically yields positioning information on more brands. An empirical study on positioning of shoe stores illustrates our procedure and resulting insights. Finally, the authors discuss limitations, potential application areas, and directions for research.
- Multiattribute perceptual mapping with idiosyncratic brand and attribute sets
- Open Access
- Available under Open Access This content is freely available online to anyone, anywhere at any time.
Volume 23, Issue 3 , pp 585-601
- Cover Date
- Print ISSN
- Online ISSN
- Springer US
- Additional Links
- Perceptual mapping
- Brand positioning
- Multiattribute ratings
- Adaptive data collection methods
- Canonical correlation analysis
- Industry Sectors
- Author Affiliations
- 1. Department of Marketing, Faculty of Economics and Business, University of Groningen, PO Box 800, 9700 AV, Groningen, The Netherlands
- 2. Econometric Institute, Faculty of Economics, Erasmus University Rotterdam, PO Box 1738, 3000 DR, Rotterdam, The Netherlands