Perceptual mapping

Perceptual mapping,

Definition of Perceptual mapping:

  1. Marketing research technique in which consumers views about a product are traced or plotted (mapped) on a chart. Respondents are asked questions about their experience with the product in terms of its performance, packaging, price, size, etc. Theses qualitative answers are transferred to a chart (called a perceptual map) using a suitable scale (such as the Likert scale), and the results are employed in improving the product or in developing a new one. See also mapping.

Meaning of Perceptual mapping & Perceptual mapping Definition