Decision Issues in Building Perceptual Product Spaces with Multi-Attribute Rating Data

Abstract

This paper considers decisions that face consumer researchers as they implement a perceptual product space analysis based on multi-attribute rating data. Decisions that affect the structure of the derived perceptual product space solution can be grouped into six major categories relating to issues of (1) data input, (2) mode, (3) preprocessing transformation, (4) choice/preference modeling, (5) technique, and (6) solution. The major difficulties of each decision area are explicated, and specific recommendations are provided whenever possible.