Day 6 Team G (Malovika Roy)..PERMAP AND IT'S MANY APPLICATIONS
PERMAP is a software for perception mapping (Yup sounds kool.)!! But what else can it do and what can be its far flung applications?
Well , for one thing marketers use permaps to understand the perceptions and positioning of their competitors products, services etc in the consumers minds. That is of course the most predictible use...and the maps created by this software can also be called product maps, strategic maps, sociograms, sociometric maps, psychometric maps, stimulus-response maps, relationship maps as well as concept maps.
For this, PERMAP takes object-to-object proximity values (also called similarities, dissimilarities, correlations, distances, interactions, psychological distances, dependencies, confusabilities, preferences, joint or conditional probabilities, etc.), or up to 30 object attribute values which can be used to calculate one of the forgoing types of promities, and uses multidimensional scaling (MDS) to make a map that shows the relationships between the objects. Succinctly, PERMAP makes classical metric and nonmetric MDS analyses in one, two, three, … or eight dimensions, for one-mode two-way or two-mode two-way data, with up to 1000 objects and with missing values allowed. Ignoring jargon, PERMAP makes all the common types of MDS analyses. 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 proximity (similarity) information.
http://www.youtube.com/watch?v=wphoXc0qANE
The advantages of this software can be to take an extremely complex set of data and enable the individual to make valuable use of it by converting it into a format that is easy to work with and understand.
PERMAP is a software for perception mapping (Yup sounds kool.)!! But what else can it do and what can be its far flung applications?
Well , for one thing marketers use permaps to understand the perceptions and positioning of their competitors products, services etc in the consumers minds. That is of course the most predictible use...and the maps created by this software can also be called product maps, strategic maps, sociograms, sociometric maps, psychometric maps, stimulus-response maps, relationship maps as well as concept maps.
For this, PERMAP takes object-to-object proximity values (also called similarities, dissimilarities, correlations, distances, interactions, psychological distances, dependencies, confusabilities, preferences, joint or conditional probabilities, etc.), or up to 30 object attribute values which can be used to calculate one of the forgoing types of promities, and uses multidimensional scaling (MDS) to make a map that shows the relationships between the objects. Succinctly, PERMAP makes classical metric and nonmetric MDS analyses in one, two, three, … or eight dimensions, for one-mode two-way or two-mode two-way data, with up to 1000 objects and with missing values allowed. Ignoring jargon, PERMAP makes all the common types of MDS analyses. 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 proximity (similarity) information.
http://www.youtube.com/watch?v=wphoXc0qANE
The advantages of this software can be to take an extremely complex set of data and enable the individual to make valuable use of it by converting it into a format that is easy to work with and understand.
The possible drawbacks of this technology of include the possibility of inaccuracy. The accuracy of perceptual mapping software cannot be guaranteed as a large part of information that goes into creating these maps comes from the users knowledge of the industry they are attempting to convert into an image.
But lets now take a look at the widespread applications a software like PERMAP could have.
People are increasingly coming up with quirky and out-of-the box ideas for this software. For ex: Marketers are increasingly using it for mapping the perceptions of what could be expected from their company's new products before they are officially launched. Now the idea generation could be used to augment the existing product or come up with a whole new range of products. Another quirky use of the product seems to be in hollywood where perceptions of a star in the viewers minds are mapped and accordingly casting of the stars are done according to the role. This makes sense as Hollywood is a high-stakes industry and nothing should be left to chance. The perception mapping of electoral candidates is already a reality in many parts of the world. Even NASA uses a software similiar to PERMAP to run its simulation packages for the training of their astronauts.
There are increasingly new and mind-boggling uses of this software I guess we all just need to keep our minds open fo more!!!
But lets now take a look at the widespread applications a software like PERMAP could have.
People are increasingly coming up with quirky and out-of-the box ideas for this software. For ex: Marketers are increasingly using it for mapping the perceptions of what could be expected from their company's new products before they are officially launched. Now the idea generation could be used to augment the existing product or come up with a whole new range of products. Another quirky use of the product seems to be in hollywood where perceptions of a star in the viewers minds are mapped and accordingly casting of the stars are done according to the role. This makes sense as Hollywood is a high-stakes industry and nothing should be left to chance. The perception mapping of electoral candidates is already a reality in many parts of the world. Even NASA uses a software similiar to PERMAP to run its simulation packages for the training of their astronauts.
There are increasingly new and mind-boggling uses of this software I guess we all just need to keep our minds open fo more!!!
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