brand map / perceptual map 's
Dear Mohd.
Depending on the (unfolding) model, there are two SPSS procedure available for your problem:
1. Vector model: CATPCA: produces locations for products and vectors for respondents
2. Ideal point model: PREFSCAL: produces locations for both products and respondents
Kind regards, Frank Busing.
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From: SPSSX(r) Discussion on behalf of robert.heiser
Sent: Sat 07-May-11 16:32
To: [hidden email]
Subject: Re: Brand Mapping
Mohd,
You can use the Multidimensional Scaling features of SPSS to do basic perceptual mapping, though I cannot get MDS to produce/overlay attribute vector over these maps. Without the ability to overlay vectors, the MDS dimensions become much more difficult to interpret.
On the Excel application, you might be thinking of MEXL, information available at http://www.mktgeng.com/instructor/downloads/mexl_materials.cfm . MEXL produces wonderful graphs and output, though the data input is very rigidly structured.
Has anyone figured out to produce a "true" perceptual map in SPSS with both dimension reduction and attribute vector overlays output to a single perceptual graph?
Bob Heiser
On 5/7/2011 10:19 AM, Mohammed Mustafa wrote:
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-->Hi all
are there any tools in SPSS helps in producing a brand map / perceptual map ?
i managed to do all the required calculations
but what about the graph itself ?
i heared that there is a tool in excel called something like excel statistics or so
is there something similar in SPSS
i'm using IBM SPSS Statistics 19
appreciate your help
regards,
Mohd Aayed
--
Bob Heiser, Ph.D.
Assistant Professor of Marketing
School of Business, LB216
Box 9300, Portland, ME 04101
web: http://usm.maine.edu/~rheiser/
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