Through literature reviews of mobile technology adoption for the last ten years, the author found that research methods on mobile technology adoption were chiefly concentrated on empirical research, case study, experimentation, Fuzzy Delphi method, Q methodology, and perceptual mapping
. Among them, empirical research was found to be most frequently-used.
is a graphics technique used by brand marketers to visually show the perceptions of customers or potential customers within a product category.
Similarly, Chapter 7's discussion of perceptual opportunities (POs) is expressed via perceptual mapping
and is well-moored in Fencott's (2001) previous published work on the topic.
We will use only these highlighted items with higher loadings in our further process of attributes-based perceptual mapping
for various banks.
shows how consumers view the differentiating quality of the brand and also describes how they rank the brand in their minds.
is a marketing research tool that has been extensively used to position products and services for customers (Kohli and Leuthesser 1993).
In this study, perceptual mapping
was used to identify the collective and individual positions of ten big emerging markets or "BEMs" as they are more commonly called.
These techniques include in-home ethnography (following folks home and observing how they live), projection (having participants draw pictures and then interpreting the pictures), and perceptual mapping
(having participants take photos or collect clippings and analyzing the results).
In sum, the maps certainly fall short of what would be expected, but not necessarily achieved, in a quantitative perceptual mapping
study, but they do appear to be consistent and potentially insightful in the provision of an understanding of what healthy-living means to a target population.
I think one of the most useful research techniques for brand management is perceptual mapping
. This technique permits the brand manager to see how consumers juxtapose one brand against all others.