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Background Note
| HBS Case Collection
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2001
(Revised from original 1999 version)
Analyzing Consumer Perceptions
by
Robert J. Dolan
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Abstract
Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making.
Keywords: Industry Structures;
Marketing Strategy;
Consumer Behavior;
Citation:
Dolan, Robert J. "Analyzing Consumer Perceptions." Harvard Business School Background Note 599-110, December 2001. (Revised from original March 1999 version.)