DAY 5_ Multidimensional Scaling
PERMAP
SOFTWARE
PERMAP is a free, Windows-based, real-time interactive
program for making perceptual maps (also called product maps, strategic maps,
sociograms, sociometric maps, psychometric maps, stimulus-response maps,
relationship maps, concept maps, etc.). Its fundamental purpose is to uncover
any "hidden structure" that might be residing in a complex data set.
PERMAP takes object-to-object proximity values (similarities, dissimilarities, correlations, distances, interactions,
psychological distances, dependencies, confusabilities, preferences, joint or
conditional probabilities, etc.), or up to 30 object attribute values, and
uses multidimensional scaling (MDS) to make a map that shows the relationships
between the objects. Succinctly, it makes classical metric and non metric MDS
analyses in 1-8 dimensions, for one-mode two-way or two-mode two-way data, with
up to 1000 objects and with missing values allowed. In addition, it can make
several new types of MDS analyses involving error bounds or boundary conditions
and it can show the affect of degrading the similarity information
PERCEPTUAL MAPPING
Perceptual mapping has been used as a strategic management tool for about thirty
Perceptual mapping has been used as a strategic management tool for about thirty
years. It
offers a unique ability to communicate the complex relationships between
marketplace
competitors and the criteria used by buyers in making purchase decisions
and
recommendations. Its powerful graphic simplicity appeals to senior management
and can
stimulate discussion and strategic thinking at all levels of all types of
organizations.
Perceptual
mapping can be used to plot the interrelationships of consumer products,
industrial
goods, institutions, as well as populations. Virtually any subjects that can be
rated on a
range of attributes can be mapped to show their relative positions in
relation
both to other subjects as well as to the evaluative attributes.
Perceptual
maps may be used for market segmentation, concept development and
evaluation,
and tracking changes in marketplace perceptions among other uses.
Perceptual
mapping involves two steps: (1) data
collection and (2) data analysis and
presentation.
There are two types of Perceptual Mapping:
1. Overall Similarity: Grouping of objects with Similarity in pairs.
2. Attribute: Ratings are given based on attributes
We start with creating an excel giving the perceived distance
| Coke | Pepsi | 7 | 8 | 8 | 9 | 9 | 8 |
| Coke | Slice | 3 | 0 | 2 | 5 | 1 | 3 |
| Coke | Maaza | 4 | 1 | 3 | 0 | 1 | 2 |
| Coke | MtDew | 5 | 5 | 4 | 5 | 4 | 3 |
| Coke | Sprite | 5 | 5 | 6 | 5 | 3 | 5 |
| Pepsi | Slice | 4 | 1 | 3 | 0 | 1 | 2 |
| Pepsi | Maaza | 4 | 0 | 2 | 0 | 1 | 3 |
| Pepsi | MtDew | 5 | 6 | 5 | 5 | 1 | 4 |
| Pepsi | Sprite | 5 | 4 | 5 | 5 | 1 | 4 |
| Slice | Maaza | 8 | 9 | 8 | 9 | 9 | 8 |
| Slice | MtDew | 4 | 3 | 1 | 5 | 1 | 2 |
| Slice | Sprite | 2 | 3 | 2 | 5 | 1 | 3 |
| Maaza | MtDew | 2 | 5 | 2 | 5 | 1 | 3 |
| Maaza | Sprite | 3 | 3 | 2 | 5 | 1 | 2 |
| MtDew | Sprite | 9 | 7 | 5 | 9 | 7 | 4 |
| Give higher rating to the pair which is similar | 0-9 | ||||||
| Less Similar | |||||||
The average is taken out and divided by 10 giving the perceived distance
and it was plotted on a Distance Matrix
In
mathematics, computer science and graph theory, a distance matrix is a matrix
(two-dimensional array) containing the distances, taken pairwise, of a set of
points. This matrix will have a size of N×N where N is the number of points,
nodes or vertices
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