Publications
Publications
- March 1999 (Revised December 2001)
- HBS Case Collection
Analyzing Consumer Perceptions
By: Robert J. Dolan
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
Citation
Dolan, Robert J. "Analyzing Consumer Perceptions." Harvard Business School Background Note 599-110, March 1999. (Revised December 2001.)