PM

• Factor Analysis - It is a statistical technique that is typically used to reduce the large number of attributes to a small number of underlying dimensions which can then serve as the axes of the perceptual map.
• Overall similarities (OS) perceptual gap mapping - This technique does not require customers to rate choices on individual attributes, rather these techniques run on perceptions of overall similarities between pairs of brands.
• Likert-type scale - It is a rating scale used to measure opinions, attitudes, or behaviors. Typically this is done using 1-to-5 scales.
• Determinant gap map - It is a map of the brands, each in relationship to all others, on these two factors.
• Gap map - This is the open spaces in the market map and used to determine how various products are perceived by and how they are positioned on the market map