Day 6- Team (Rachit)

Selecting Attribute

• Attributes to be included in the map are selected

the same way that the variables were originally

selected.  Highlight the variables in the left box,

then click on the arrow in the middle to transfer

them to the box of included variables.

• At least two variables must be included in the map.

• If the ‘Lock these choices as attributes’ option is

selected, the attribute choices may not be changed

after the map is created.

Attribute Elasticity

• Attribute elasticity illustrates how far and in what direction a product would move if you changed its rating on one attribute while keeping all the other attributes constant.  Attribute elasticity is instructive for two reasons.  First, it tells you something about that attribute itself.  When you plot the attribute elasticity lines or vectors, for a particular product, the length of the lines differ.  Elasticity lines are determined by the discrimination space itself. If an attribute does not do much to distinguish between products (it has a low F ratio), it contributes little to determining the discriminant space (at least in the dimensions being plotted).  Since it doesn’t define the product space, it is short.  A short line tells you that changing that product’s performance on that attribute won’t move it much on the map.  Conversely, an attribute with a long attribute elasticity line indicates that the products are relatively different on that attribute.  Because the attribute contributes much more to the calculation of the underlying space, changing its performance has greater potential to move the product on the map.

• Second, and perhaps more important from a practical perspective, attribute elasticity provides information that you can use when you want to manually reposition a product using a simulation feature.  Attribute elasticity will clearly show you which attributes can change to move a product to a desired position on the map.

Interpreting Attribute Elasticity

• As this diagram demonstrates, a product’s position on any attribute can be modified positively or negatively.   The attribute continuum goes through the product locus, but does not originate at the center.  The end of the attribute line without the arrowhead represents where the product would be centered if the position of that attribute were decreased as far as possible.   Conversely, the end of the attribute line with the arrowhead represents where the product would be centered if the affect of that attribute were increased.

Attribute Elasticity 

• Under the Inspect menu, select Attribute Elasticity, or select the icon from the command center.

• Products: From the Attribute Elasticity dialog box, select one or more products to be mapped. 

• Attributes: Select any combination of attributes that will be displayed on the map. 

• Range: These two options determine the part of the elasticity lines that will be displayed. 

The Range Start percentage must be less than the Range End percentage.   For

example, if the data collected is on a one-toten scale, and Range Start and Range End are

set to 20% and 90%, respectively, then

PositionSolveTM will begin plotting the

attribute elasticity line starting at 2 and

ending at 9.   2                                             9

0      1     2      3     4      5      6      7      8     9   10

Table menu

SPSS  provides the  ability to reformat  any  output that  appears in the Viewer window in  a

presentable style. Any table (or other piece of output) can be edited in the Viewer window

simply by double-clicking on it. You  can recognize when  a table is in  edit mode from the

shaded border that surrounds it

There are too many functions available under the Table Edit menu to  cover here, but we

will mention the three most important which are the first three in the list:

1. Cell Properties. This option allows change to the appearance of individual cells or groups

of cells in a table.

2. Table Properties. This option allows us to make global changes to the whole of the table

or major elements of it.

3. TableLooks. A set of properties (templates) that define the overall appearance of a table,

much like the table Autoformat option in MS Word

- By Rachit duggad

Team F