You Conduct a Perceptual Mapping Study and Decide That Three

question 17

Short Answer

You conduct a perceptual mapping study and decide that three dimensions are required.Then,as part of data analysis,you divide the sample into two groups: younger men and older men.The ratings of both groups for your brand,as well as the Ideal brand,are shown below.The scale range is +3 to -3. $\begin{array}{lccc}\text { Brand } & \text { Dimension 1 } & \text { Dimension 2 } & \text { Dimension 3 } \\\hline\text { Ratings by Young Men } & & & \\\text { Your Brand } & +2.7 & +2.1 & +2.5 \\\text { Ideal Brand } & +2.8 & +2.6 & +2.6\\\\\text { Ratings by Older Men }\\\text { Your Brand } & +2.2 & +.1 & -1.3 \\\text { Ideal Brand } & +2.6 & -1.9 & +2.8\end{array}$

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Definitions:

Operating Expenses

Expenses related to the day-to-day functions of a business outside of cost of goods sold.

Gross Profit

Gross Profit is the financial metric representing the difference between revenue and the cost of goods sold (COGS), before deducting overheads, payroll, taxation, and interest payments.

Periodic Inventory System

An inventory accounting system where updates to inventory levels are made on a periodic basis, rather than continuously, often at the end of an accounting period.

Cost Of Goods Sold

The direct costs attributable to the production of goods sold by a company.