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A technique to chart the perceptions and preferences a consumer has regarding a product using a visual representation such as a map or graph.
This visual aid is utilised within market research for conveying consumer perceptions and prioritising of brands and the pre-conceived characteristics of a product or service.
See also:
Brand image
Market research
Trend analysis, Recognition tests, Channels, Brand management , Market penetration strategy, Drug usage/utilisation review (DUR), Cost-effectiveness analysis (health economics), Unique selling preposition (USP), Cost-effectiveness threshold (health economics), Objectives, Modelling, Drop out, Launch, Channel strategy, Strategic business unit (SBU),