Perceptual mapping using the basic structure matrix decomposition
Article Abstract:
Perceptual mapping techniques are used to graphically represent perceptions of brands in a category, companies in an industry, and so forth. The data required to construct perceptual maps using typical methods can be difficult for respondents to provide and time-consuming to collect. An alternative, but relatively obscure perceptual mapping technique is rooted in correspondence analysis, and involves a fundamental matrix decomposition. Data requirements for this approach are simple. For example, a simple brand-attribute matrix, each cell containing the frequency of respondents stating that the respective attribute applies to the respective brand, could serve as the input data for the map. The data is treated as a contingency table, and the matrix whose elements are the deviations between observed and expected frequencies, adjusted for the respective expected frequencies, is decomposed to obtain the basic mapping coordinates. The resultant mapping approach is shown to be basically equivalent to correspondence analysis. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1988
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A research program for establishing the validity of the price-quality relationship
Article Abstract:
Despite over 30 years of empirical investigations, it remains unclear whether (1) there is an actual positive relationship between price and product quality, and (2) whether buyers perceive a positive relationship between price and product quality. Although there has been a plethora of studies on the relationship, there is little agreement on what we know about the relationship. The paper assesses the current state of knowledge on the relationship and argues for a better conceptual framework for understanding the price-quality relationship. Then the paper outlines a systematic research program for establishing the validity of the relationship, and establishes a set of criteria for evaluating the contribution to knowledge of future research on the price-quality relationship. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1988
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The Impact of Research Design on Consumer Price Recall Accuracy: An Integrative Review
Article Abstract:
Prior research into consumer ability to recall prices have yielded conflicting results. An integrative review of consumer price recall research indicates that consumers' price recall abilities are skewed by research design characteristics.
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 2001
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