Bivariate Analysis & Perceptual Mapping in Marketing Research


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question 1 of 3

A bivariate analysis examines how many unique variables?

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1. All of the following variables would be associated with the product attributes rather than its brand, EXCEPT:

2. An importance-performance relationship could best be described as:

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About This Quiz & Worksheet

These assessments will quiz your understanding of bivariate analysis and perceptual mapping in marketing research. Questions highlight important areas of study including the number of unique variables examined in a bivariate analysis and the variables that are associated with product characteristics rather than its brand.

Quiz & Worksheet Goals

The quiz/worksheet will test your knowledge of the following:

  • Explanation of an importance-performance relationship
  • Brand dissimilarity
  • Perceptual maps

Skills Practiced

  • Defining key concepts - make sure you can correctly define brand dissimilarity and a perceptual map
  • Knowledge application - use your knowledge to answer questions about an accurate description of an importance-performance relationship and the variables of a product's attributes instead of its brand
  • Information recall - access the knowledge you've gained regarding the number of special variables that are evaluated in a bivariate analysis

Additional Learning

If you want to learn more about marketing, you can view the lesson called Bivariate Analysis & Perceptual Mapping in Marketing Research. These topics will be addressed:

  • Definition of the way bivariate analysis is applied
  • Objective and subjective variables in business
  • Perceptual map example in the automotive industry