perceptual map
Definition:
A representation of how consumers perceive comparative products along certain dimensions or attributes derived from the technique of non-metric MULTIDIMENSIONAL SCALING.
Cross-References:
[multidimensional scaling]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Jennifer L. Drayton], [1998].