A few respondents who are unfamiliar with the objects to be mapped should be included in generating a perceptual map to ensure adequate representation of the population.

Question

Quizplus · Accepted Answer

Perceptual mapping aims to visualize the perceptions and opinions of a target market about products, services, or brands. Including respondents unfamiliar with the objects to be mapped could skew the results, as perceptual maps are most valuable when they reflect the views of informed and relevant consumers.

A Few Respondents Who Are Unfamiliar with the Objects to Be