3251 Notes Apr 1

3251 Notes Apr 1 - Then make a likert scale (opposite words...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Before anything you must define or determine primary competitors. Once you have this done you can conduct your primary research. Perceptual Map: Data Based 1. Research Objectives and Research Questions 2. Determine Dimensions (usually qualitative) 3. Measure Consumer Perceptions based on the dimensions (usually quantitative) 4. Create a map When creating a map you will create a mean score. Travel Destination 1. Determine Dimension a. Warm Weather b. Price c. Novelty d. Activities e. Crowded f. Age Regulation g. Beach h. Travel Time i. All Inclusive Rank these on a seven point scale on importance
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Then make a likert scale (opposite words on a scale of seven degrees of separation. Then take your brands, any brand that fits your bracket Now create a map. Opposites on each end of Y and X axis Avoid Dimensions like reasonably priced. There should be definite ends on each side. Unipolar vs bipolar Segmentation: Dividing your audience into groups based on commonality. Race, Gender, Age- Demographic Segmentation Zip Code- Geographic Segmentation Values, Lifestyles- Psychographic Segmentation Product Use Based Segmentation...
View Full Document

This note was uploaded on 04/22/2008 for the course JOUR 3251 taught by Professor Jisuhuh during the Spring '08 term at Minnesota.

Page1 / 2

3251 Notes Apr 1 - Then make a likert scale (opposite words...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online