Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
30. Product attributes used in gap analysis, which differentiate between offerings and are
important in consumer purchase decisions, are called _____ attributes.
31. The reason it is important to use determinant attributes in making market maps is:
32. Which of the following statements is true of a determinant gap map?
33. Perceptual maps are based on:
34. Which of the following is a statistical technique available in computer packages that is
typically used to reduce the large number of attributes to a small number of underlying
dimensions?
35. With reference to gap maps, which of the following statements is true regarding data
cubes?
36. Which of the following statements is true of an attribute rating perceptual gap mapping
method?
37. The first step in creating AR perceptual GAP maps typically involves:
38. In AR perceptual gap mapping, individual respondents can be grouped together into
benefit segments based on their preferences through the use of:
39. In AR perceptual gap mapping, once the Likert-scale attribute scores are obtained,
average ratings of each brand on each attribute are presented in the:
40. Once a factor analysis is done, which of the following is used to determine how many
underlying factors should be retained for further analysis in the AR perceptual gap mapping
model?
41. The factor analysis procedure provides a useful statistic called the _____ for each factor,
which is mathematically related to the amount of variance explained.
42. In order to be useful, a factor that has been identified during factor analysis should have
an eigenvalue greater than:
43. Which of the following statements is true of a perceptual gap map based on attribute
rating similarities?
44. Which of the following gap maps was developed to deal with the fact that users may
make purchase decisions based on "phantom" attributes that they cannot identify or verbalize?
45. OS techniques:
46. Which of the following techniques is used in OS perceptual gap mapping to convert the
customer similarity data into a perceptual map?
47. Which of the following forms of perceptual maps are distinguished by the fact that its
axes are not labeled or defined?
48. Perceptual gap mapping:
49. Which of the following is a disadvantage of perceptual gap mapping?
50. In developing new products, marketers must:
51. Discuss various attributes of products with examples.
52. List and elaborate on the three types of gap maps.
53. Explain determinant gap maps and mention their advantages and disadvantages.
54. Briefly describe the strengths and weaknesses of AR perceptual maps.
55. Discuss various drawbacks of gap analysis.
