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:

Interquartile Range

The measure of variability which is the difference between the third quartile and the first quartile in a dataset, indicating the spread of the middle 50%.

Percentiles

Values or scores below which a given percentage of observations in a group of observations fall.

Decile

A statistical measure dividing a dataset into ten equal parts, each containing 10% of the data points.

Median

The middle value in a set of data, where half the numbers are above it and half are below, when the data is arranged in ascending order.