Perceptual maps: the good, the bad and the ugly
AbstractPerceptual maps are often used in marketing to visually study relations between two or more attributes. However, in many perceptual maps published in the recent literature it remains unclear what is being shown and how the relations between the points in the map can be interpreted or even what a point represents. The term perceptual map refers to plots obtained by a series of different techniques, such as principal component analysis, (multiple) correspondence analysis, and multidimensional scaling, each needing specific requirements for producing the map and interpreting it. Some of the major flaws of published perceptual maps are omission of reference to the techniques that produced the map, non-unit shape parameters for the map, and unclear labelling of the points. The aim of this paper is to provide clear guidelines for producing these maps so that they are indeed useful and simple aids for the reader. To facilitate this, we suggest a small set of simple icons that indicate the rules for correctly interpreting the map. We present several examples, point out flaws and show how to produce better maps.
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Bibliographic InfoPaper provided by Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. in its series Research Paper with number ERS-2010-011-MKT.
Date of creation: 25 Feb 2010
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multidimensional scaling; correspondence analysis; principal component analysis; biplot; multiple correspondence analysis; perceptual map;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2010-03-28 (All new papers)
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