Perceptual Mapping in Marketing: Definition, Techniques & Examples

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  • 0:01 Perceptual Mapping Defined
  • 0:18 Similarity Data
  • 1:06 Preference Data
  • 1:55 Lesson Summary
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Lesson Transcript
Instructor: Shawn Grimsley

Shawn has a masters of public administration, JD, and a BA in political science.

Marketing research often involves comparative research. In this lesson, you'll learn about perceptual mapping, including its techniques and some examples. You'll also have a chance to take a short quiz to reinforce your knowledge.

Perceptual Mapping Defined

Perceptual mapping is a marketing research technique used to compare different product brands across the two or more dimensions. Two common approaches used in perceptual mapping are the collection of similarity data and preference data. Let's take a brief look at each technique.

Similarity Data

We'll look at the mapping of similarity data first. Test subjects are presented a list of brands and asked how similar they think each brand is to each other along each dimension. The dimensions are often product attributes. For example, you may compare five different types of cars using the dimensions of price and quality. You then plot the responses on a graph. The vertical axis of the graph may depict price, with high on one end and low on the other end. The horizontal axis of the graph may depict quality, with low on one end and high on the other end. Each respondent's answers are plotted on the graph. If products are mapped close together on the graph, it indicates a consumer perception of similarity.

Here's an example of a perceptual map of similarity:

Mapping Similarity
Perceptual Mapping:  Similarity

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