1. Identify and describe the two approaches for creating a perceptual map. b. Id
ID: 377384 • Letter: 1
Question
1. Identify and describe the two approaches for creating a perceptual map.
b. Identify three types of information that can be gathered from customer satisfaction surveys.
c. An arilne is doing a conjoint study to examine what customers would like to see included in their loyalty program. Here are the things they are wondering: Should there be access to an elite club at the large airports (yes or no)? Do the customers value being high priority for upgardes (yes or no)? Should the loyalty program and these benefits be free or available at a fee (e.g., $50 annually)? Explain what the ariline can learn from the following figure.
Row Column Club? Up? Fee? Rating*
1 1 0 0 0 5
1 2 1 0 0 6
1 3 0 1 0 7
1 4 1 1 0 8
2 1 0 0 1 1
2 2 1 0 1 2
2 3 0 1 1 3
2 4 1 1 1 4
* like the least 1 2 3 4 5 6 7 8 Like the most
predictor variables coded: 0=no, 1=yes
Explanation / Answer
1. Identify and describe the two approaches for creating a perceptual map.
Answer:
There are two main approaches to creating a perceptual map. The first is used it is where management of the organization utilizes their collective the knowledge and experience of the market to construct a perceptual map, and the second approach is where you have access to the results of a suitable market research study. Either way, the first step is to select the determinant attributes. As discussed, what perceptual map is in the topic, determinant attribute are those attributes that the consumer relies upon in their purchase decision. In other words, determinant attributes are quite important to them and the consumer uses them to help differentiate competitive offerings.
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