Gary Wants to Create a Perceptual Map for Positioning Using

question 45

Multiple Choice

Gary wants to create a perceptual map for positioning using the attribute-based approach.He comes to you for advice as to how he should get started on this.What is the first step you would advise Gary to undertake?

• A) Determine the specific questions to be used for the two types of ratings: (1) How does our company rate on a number of attributes? (2) How important is each of these attributes?
• B) Determine how similar pairs of two attributes are.
• C) Plot the attributes in a two-dimensional space.
• D) Determine the importance of the attributes.

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