Question 1

With reference to gap maps,which of the following statements is true regarding data cubes?

Accepted Answer

The answer of With reference to gap maps,which of the...

Question 2

Analytical attribute techniques are used to:

Accepted Answer

Analytical attribute techniques are primarily used to create new product concepts by analyzing and manipulating the attributes of existing products to generate innovative ideas.

Question 3

Gap maps are made in all of the following ways EXCEPT:

Accepted Answer

Gap maps are not made by using conceptual leaps to get data for new products. The other options are valid ways of creating gap maps.

Question 4

Which of the following statements is true regarding analytical attribute techniques?

Accepted Answer

Perceptual gap analysis is one of the analytical attribute techniques. Option A is incorrect as cultural preferences do not influence the effectiveness of analytical attribute techniques. Option B is incorrect as analytical attribute techniques can be used for concept generation. Option C is incorrect as analytical attribute techniques can be used for various aspects of a product, not just features.

Question 5

Which of the following statements is true regarding an attribute rating perceptual gap mapping method?

Accepted Answer

Attribute rating perceptual gap mapping typically uses Likert-type scales to gather data from customers to assess their perceptions of different attributes of products or services.

Question 6

Marketing managers in the America-First Corporation routinely create "gap maps" representing the position of their product vis-à-vis competitive offerings.These maps,based on managerial expertise and judgment,are examples of a(n)_____ GAP map.

Accepted Answer

Determinant gap maps are based on managerial expertise and judgment, as opposed to consumer perceptions or statistical analysis.

Question 7

Which of the following is a statistical technique available in computer packages which is typically used to reduce the large number of attributes to a small number of underlying dimensions,which can then serve as the axes of the perceptual map?

Accepted Answer

Factor analysis is a statistical technique used to identify the underlying factors that explain the correlations among a large number of observed variables. It is a commonly used technique in marketing research to reduce the number of attributes to a smaller set of underlying dimensions that can then be used to construct a perceptual map.

Question 8

The data obtained from users using overall similarities are used to produce _____ GAP maps.

Accepted Answer

OS perceptual GAP maps are created using overall similarities data obtained from users.

Question 9

Which of the following is a perceptual mapping technique?

Accepted Answer

Perceptual mapping is a technique used to visually represent consumers' perceptions and preferences towards different products/brands. Multidimensional scaling is a commonly used method for building perceptual maps.

Question 10

On a market map produced by gap analysis,customer perceptions of various products are indicated by:

Accepted Answer

Customer perceptions of various products are indicated by their positions on the market map produced by gap analysis. The map represents the market and shows the relationship between different products. The closer a product is to a customer's ideal product, the better the customer perceives it to be. The further away a product is, the worse the customer perceives it to be. Therefore, the position on the map reflects the customer's perception.

Question 11

Customer attribute ratings are used to produce _____ GAP maps.

Accepted Answer

Customer attribute ratings are used to produce AR (Attribute-Rating) perceptual maps. These maps help to understand how customers perceive and rate different brands or products based on key attributes.

Question 12

In AR perceptual gap mapping,individual respondents can be grouped together into benefit segments based on their preferences through the use of:

Accepted Answer

Cluster analysis is a technique used in market research to group respondents who have similar preferences or needs. In AR perceptual gap mapping, this technique can be used to cluster individual respondents based on their preferences and create benefit segments. Attribute analysis, factor analysis, and function analysis are statistical techniques used for data reduction and identifying underlying relationships between variables, but they are not effective in creating benefit segments.

Question 13

Once a factor analysis is done,which of the following are used to determine how many underlying factors should be retained for further analysis in the AR perceptual gap mapping model?

Accepted Answer

The scree test and eigenvalue rule are commonly used to determine the number of factors to retain in a factor analysis. The scree test involves plotting the eigenvalues of the factors against the number of factors and identifying the point where the slope of the curve changes most dramatically, which indicates the number of factors to retain. The eigenvalue rule involves retaining factors with eigenvalues greater than one, as these explain more variance than a single variable. The other options mentioned (factor test, cluster test, level test) are not commonly used in determining the number of factors to retain in a factor analysis.

Question 14

Product attributes used in gap analysis,which differentiate between offerings and are important in consumer purchase decisions,are called _____ attributes.

Accepted Answer

Determinant attributes are the product attributes that significantly differentiate between offerings and are important in consumer purchase decisions. They are used in gap analysis to identify areas where a company's offerings may be falling short compared to competitors.

Question 15

In AR perceptual gap mapping,once the Likert-scale attribute scores are obtained,average ratings of each brand on each attribute are presented in the:

Accepted Answer

Snake plot is the most appropriate choice for presenting the average ratings of each brand on each attribute in AR perceptual gap mapping. Snake plots are ideal for comparing multiple brands on multiple attributes, as they allow for easy visualization and comparison of the performance of each brand on each attribute. The plot consists of a series of lines or curves, each representing a different brand, with each point on the line representing the average score for that brand on a particular attribute.

Question 16

Perceptual maps are based on:

Accepted Answer

Perceptual maps are based on marketplace perceptions of reality, specifically how consumers perceive the attributes of different brands or products relative to each other. They are often created through market research such as surveys or focus groups to gain insight into the perceptions and preferences of consumers. Past sales data, experience and judgment of managers, and statistical forecasting methods may also inform the creation of perceptual maps, but ultimately the maps are based on the perceptions of the target market.

Question 17

_____ is a statistical technique which uses maps of the market to determine how various products are perceived by how they are positioned on the market map.

Accepted Answer

The technique being described is called gap analysis. It involves mapping the market to determine how products are perceived by consumers in relation to their positioning on the map. This allows companies to identify gaps in the market and opportunities for new products or improvements to existing ones. SWOT analysis, risk analysis, and trend analysis are all different techniques used in market research but do not involve mapping or positioning of products on a market map.

Question 18

Attributes used in gap analysis should normally be _____ and:

Accepted Answer

Attributes used in gap analysis should be differentiating to highlight differences between current and desired states, and important to ensure they are relevant to the objectives of the analysis.

Question 19

The first step in creating AR perceptual GAP maps typically is to:

Accepted Answer

The first step in creating AR perceptual GAP maps is to measure consumers' attribute perceptions using a Likert-type scale. This involves gathering data from consumers on their perceptions of a brand or product on various attributes, such as quality, price, and convenience. The Likert-type scale allows respondents to rate their agreement or disagreement with statements related to each attribute. This data is then used to construct a perceptual map that shows the relative positions of competing brands or products in the minds of consumers.

Question 20

Which of the following statements is true regarding a determinant gap map?

Accepted Answer

A determinant gap map is speedy and cost-efficient because it uses existing data and does not require extensive consumer surveys or complex statistical analysis.

Quiz 6: Analytical Attribute Approaches: Introduction and Perceptual Mapping