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This study investigated whether the data collected using different measurement techniques result in different perceptual maps. Studies comparing perceptual maps based on different measurement techniques are relatively rare. Therefore, this study may contribute to the literature. The data was collected using both free choice approach and 5 point Likert scale and the resulting perceptual maps were compared. The data was gathered from 196 university students for 6 apparel brands. Correspondence analyses were employed using two measures in order to generate perceptual maps. The comparison of perceptual maps indicated that the positions of the brands are fairly the same in the two maps. Consequently, the data collected using free choice approach and 5 point Likert scale resulted in similar perceptual maps. The main limitations of the study were focusing on a single product category and university students.
this study investigated whether the data collected using different measurement techniques result in different perceptual maps studies compared to perceptual maps based on different measurement techniques are relatively rare therefore this study may contribute to the data was collected using both free choice approach and 5 point likert scale and the resulting perceptual maps were compared with the data was obtained from 196 university students for 6 examples of logic used employment using two measures in order to produce perceptual maps of perceptual maps of perceptual maps positions that positions are quite the brands of the same point of view of the data list of the data collected from the data list of varying programs in the data list of different results and similar results and similar results
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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