A Perceptual Mapping Study Was Conducted to Explore Consumers' Perceptions

question 30

Multiple Choice

A perceptual mapping study was conducted to explore consumers' perceptions of various brands of television sets.Two dimensions were discovered: Picture Quality and Sound.The average ratings for different brands,as well as the Ideal brand,on each dimension is shown below.The scale range is from + 3 to -3. $\begin{array} { c } Brand&Picture~ Quality&Sound\\\text { A } & .2 & .7 \\ \text { B } & 2.5 & .3 \\ \text { C } & 1.5 & - 1.5 \\ \text { D } & 1.0 & - 1.0 \\ \text { E } & 2.3 & - 1.0 \\ \text { F } & - 2.0 & - 1.3 \\ \text { G } & - 2.0 & .7 \\ \text { H } & 2.5 & 2.5 \\ \text { Ideal } & 2.7 & .1 \end{array}$ In order to move closer to the Ideal,Brand E needs to primarily generate more positive perceptions of its ________.

• A)picture quality only
• B)sound quality only
• C)both picture quality and sound quality

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Definitions:

Franchise Contracts

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Franchisee

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