個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Methods for Producing Perceptual Maps from Data
內容大綱
This note is designed for use in an MBA-level marketing research course. The note provides students with an overview of how to construct perceptual maps from data. It concentrates on the attribute-rating method and overall-similarity method for constructing the maps. It also describes preference regressions and basic multidimensional-scaling procedures and includes examples from the automotive and movie industries.