Advertising Effectiveness

Current Practices in perceptual Mapping
1997 Sawtooth Software Conference
Thomas A. Wittenschlaeger
Hughes Aircraft Company, Virginia
put-on A. Fiedler
POPULUS, Inc., Idaho
Abstract
This paper uses information from a proprietary Hughes survey to try out the principles
which underlie current practices in perceptual mapping development discriminant analysisbased maps. The paper discusses the advantages of using discriminant analysis in
creating perceptual maps, criteria for selecting brands and products for respondents to
evaluate, and principles for optimizing a perceptual space.

Introduction
Perceptual mapping has been used as a strategical management tool for about thirty years. It
offers a rum ability to communicate the complex relationships between marketplace
competitors and the criteria used by buyers in making purchase decisions and
recommendations. Its powerful graphic relief appeals to senior management and can
stimulate discussion and strategic idea at all levels of all types of organizations.
Despite their high pry as a decision-making tool, perceptual maps are easy to produce. Most
soon popular mapping procedures utilize readily available ratings data which satisfy
managements need for a competitive rack up card.



Despite their having been around for thirty
years, perceptual maps are still viewed as an innovative technique.

Why Use Discriminant Analysis to Produce Perceptual Maps?
From the authors experience, two approaches are most commonly used straightaway to produce
perceptual maps: Correspondence Analysis (CA) and Discriminant Analysis (DA). CA is
for the most part easier to use than DA; it can be used with amount data such as cross-tabulations
while DA cannot. However, DA offers several advantages over CA which make it the authors
first choice.
1. DA has a close linkage between product points and refer locations. When high
proportions of information are accounted for by the map, the products projections on
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