Beschreibung:
Perceptual maps and trees are widely used for business applications likeadvertising development, product design and product positioning. Mapsand trees are however intrinsically different in terms of how well theycan represent consumer perceptions of product‐market structure. Drawson recent advances in the academic literature to evaluate the relativestrengths and weaknesses of maps and trees. This theoretical evaluationis used to develop a grid‐based framework which is then used to provideguidelines to managers about what kind of visual representation to use,and what type of input data to collect, for some different real‐lifemarketing tasks. This conceptual framework is also used to indicatedirections for future academic research in the area of visualrepresentation models.