Perceptual Mapping
Perceptual mapping is a diagrammatic technique used by asset
marketers that attempts to visually display the perceptions of customers or
potential customers. MDS is easier to
understand and its results are easier to interpret. Its main purpose is
to find out any hidden structure that might be there in a complex data.
There are two types of
Multi Dimensional Scaling. They are:
1)
Overall similarity: It is grouping of objects in
Similar pairs.
2)
Attribute based
: In this ratings are given based on attributes
The example that we discussed in class was, some similarity
of soft drinks was taken and then each group had to take 7 students and give
ratings as to how similar do they think the cold drinks are. My groups data is given below.
Then the data was copied in notepad as given below.
Then an output was derived using Perman
In the above mentioned picture if the Start button is
clicked, an initial clustering would appear
and by clicking outside the circle we would see the names of each object
On the left hand side of the picture we see the online controls.
If we change the dimension, we could see the changes in the error values.
Another example that was taken in class was the distance in
kilometers between different cities in India and we observed in a similar way.
Author
Pulkit Kabra
Team I
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