Variance Explained

Variance explained as a function of the number of dimensions.

Dimensions / Items 1 2 3 4 5
Total variance explained 0.546 0.188 0.112 0.073 0.025
Cumulative variance expla 0.546 0.734 0.846 0.919 0.944

Statistics
Descriptive statistics about the input data.
Proportion
Attribute Mean Variance Variance
Explained
Attractive 4.78 0.737 0.973
Quiet 4.41 1.050 0.795
Unreliable 3.42 0.755 0.760
Poorly Built 3.09 1.056 0.882
Interesting 4.02 0.666 0.591
Sporty 4.83 0.725 0.838
Uncomfortable 3.53 0.657 0.838
Roomy 4.14 0.771 0.811
Easy Service 4.47 0.478 0.694
Prestige 4.72 1.235 0.828
Common 3.45 0.707 0.548
Economical 4.03 0.648 0.008
Successful 4.88 0.732 0.845
AvantGarde 4.17 0.441 0.376
Poor Value 3.60 0.560 0.609
S1 4.82 2.401 0.948
S2 4.99 1.476 0.772
S3 6.07 2.305 0.852
Overall 5.27 1.334 0.974

Coordinates
Coordinates of each item in the new reduced space.
Dimensions / Brands 1 2
G20 -0.3021 -0.0901
Ford 0.3451 0.2881
Audi -0.1855 0.6686
Toyota -0.0864 -0.6151
Eagle 0.3226 -0.0312
Honda -0.1732 -0.22
Saab -0.3667 0.1235
Pontiac 0.4732 -0.1295
BMW -0.3706 -0.0293
Mercury 0.3435 0.0349

Dimensions / Attributes 1 2

Attractive -0.8888 -0.3635

Quiet -0.7056 0.0635
Unreliable 0.4958 0.4388
Poorly Built 0.8107 0.1679
Interesting 0.4546 0.0102
Sporty 0.4737 -0.603
Uncomfortable 0.6856 -0.3447
Roomy -0.547 0.4839
Easy Service 0.3393 -0.4681
Prestige -0.7533 -0.0217
Common 0.4058 -0.012
Economical -0.0007 0.0004
Successful -0.7439 -0.2213
AvantGarde -0.0033 -0.2304
Poor Value 0.3852 0.2774
S1 -0.9212 -0.0638
S2 -0.4148 0.5359
S3 -0.5702 -0.5409
Overall -0.9609 0.0058

Diagnostics for Preference Map (Metric Vector Model)

Variance explained.
Proportion of
Total
Respondent # Variance
Variance Explained
1 1 0.628
2 1 0.033
3 1 0.648
4 1 0.460
5 1 0.339
6 1 0.091
7 1 0.561
8 1 0.597
9 1 0.050
10 1 0.079
11 1 0.215
12 1 0.485
13 1 0.487
14 1 0.266
15 1 0.906
16 1 0.518
17 1 0.686
18 1 0.264
19 1 0.141
20 1 0.533
21 1 0.523
22 1 0.502
23 1 0.310
24 1 0.314
25 1 0.194
26 1 0.927
27 1 0.341
28 1 0.387
29 1 0.460
30 1 0.516
31 1 0.867
32 1 0.519
33 1 0.869
34 1 0.775
35 1 0.426
36 1 0.873
37 1 0.804
38 1 0.692
39 1 0.676
40 1 0.662
41 1 0.598
42 1 0.778
43 1 0.754
44 1 0.636
45 1 0.517
46 1 0.912
47 1 0.786
48 1 0.906
49 1 0.826
50 1 0.672
51 1 0.720
52 1 0.468
53 1 0.434
54 1 0.614
55 1 0.692
56 1 0.360
57 1 0.528
58 1 0.645
 59 1 0.379
60 1 0.714
61 1 0.784
62 1 0.531
63 1 0.690
64 1 0.399
65 1 0.568
66 1 0.665
67 1 0.166
68 1 0.655
69 1 0.520
70 1 0.409
71 1 0.676
72 1 0.523
73 1 0.428
74 1 0.773
75 1 0.679

Average
Variance
# of Cases Average Fit Accounted
For
75 0.719 0.547
6 7 8 9 10
0.023 0.019 0.010 0.004 0.000
0.967 0.986 0.996 1.000 1.000
 Positioning Map

I (54.6%)

Market Share
II (18.8%)
 Variance Explained
60%

50%

40%

30%

20%

10%

0%
1
2
3
4
5
6
7
8
9
10

Dimensions
 Cumulative Variance Explained
100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
1 2 3 4 5 6 7 8 9 10

Dimensions
A copy of the data used to run the Positioning analysis is provided here for your convenience.
Updating the data here will NOT update the charts.
Workbook generated on Wednesday, October 6, 2021 6:43:12 PM

Perceptual Data
Average score each brand achieves on each attribute from your sample of respondents.
Brands /
G20 Ford Audi Toyota Eagle Honda Saab Pontiac
Attributes
Attractive 5.6 4 4.6 5.6 4 5.2 5.3 3.9
Quiet 6.3 3.6 5.2 4.2 3.5 5.4 4.8 2.8
Unreliable 2.9 4.2 3.7 2 4.3 3.2 3.7 3.9
Poorly Built 1.6 4.2 2.6 2.1 4.3 2.8 2.8 4.4
Interesting 3.6 5 4 4.3 3.9 3.4 3.4 5.4
Sporty 4.1 4.9 3.8 6.2 4.9 5.1 4.3 5.7
Uncomfortable 3.2 4 2.4 3.7 4 3.3 2.5 4.3
Roomy 4.2 3.9 5.3 3.5 3.6 3.9 5.8 3.3
Easy Service 4.6 4.9 3.5 4.9 4.6 5 3.8 4.7
Prestige 6.4 3.5 5.6 5.3 2.8 4.7 5.4 3.8
Common 3.5 3.6 3.4 2.9 4.3 3.9 1.9 4.3
Economical 3.6 3.7 3.6 3.2 4.9 5 4.3 3.1
Successful 5.3 4.2 5 5.5 3.7 5.6 5.3 4.4
AvantGarde 4.3 3.6 3.6 4.9 4.4 3.9 4.7 4.1
Poor Value 3.4 4.3 4.3 3.5 3.6 2.6 2.9 4.3
S1 6 2.1 6 6.1 3.3 6 7.5 1.2
S2 5.9 6 7.7 3.5 3.1 5.5 5.4 2.5
S3 8.6 2.1 3.4 8.1 5.8 8.3 8.4 5.3
Overall 6.3 3.9 6 5.5 4 6.5 6.8 3

Preference Data
Preference score obtained by each brand from each respondent.
Brands /
G20 Ford Audi Toyota Eagle Honda Saab Pontiac
Respondents
Respondent 1 4 7 8 3 4 5 5 1
Respondent 2 4 8 6 5 8 7 3 1
Respondent 3 8 5 9 4 1 7 7 2
Respondent 4 7 1 8 1 4 6 5 5
Respondent 5 9 8 8 3 5 4 3 2
Respondent 6 5 6 5 5 2 4 8 4
Respondent 7 3 9 7 4 4 3 6 4
Respondent 8 4 7 9 3 1 7 9 3
Respondent 9 8 6 6 4 5 5 1 2
Respondent 10 6 4 6 3 2 8 7 3
Respondent 11 8 6 8 4 6 8 7 1
Respondent 12 8 5 6 6 2 3 8 1
Respondent 13 4 2 9 4 1 5 5 4
Respondent 14 5 5 8 5 6 4 6 1
Respondent 15 6 5 9 1 3 6 8 3
Respondent 16 6 3 9 2 7 8 6 3
Respondent 17 8 5 8 1 1 8 9 2
Respondent 18 5 9 7 5 2 4 7 5
Respondent 19 6 7 9 6 2 6 3 5
Respondent 20 6 9 8 2 3 8 6 1
Respondent 21 7 7 9 4 1 3 4 1
Respondent 22 6 9 6 2 3 4 6 1
Respondent 23 5 4 8 4 1 4 1 1
Respondent 24 7 4 8 3 2 3 4 6
Respondent 25 3 9 7 3 1 7 2 1
Respondent 26 8 2 1 9 4 8 8 5
Respondent 27 9 6 5 8 4 8 7 7
Respondent 28 9 1 2 4 9 9 9 4
Respondent 29 9 2 4 8 7 8 9 8
Respondent 30 9 3 4 8 7 6 6 4
Respondent 31 8 3 2 9 5 8 9 5
Respondent 32 5 1 2 7 5 9 9 7
Respondent 33 9 1 4 9 6 9 9 5
Respondent 34 8 2 6 8 7 9 8 5
Respondent 35 9 1 7 9 5 7 6 6
Respondent 36 8 1 4 9 6 8 8 3
Respondent 37 9 2 3 9 5 8 9 7
Respondent 38 8 2 3 6 5 9 9 3
Respondent 39 9 2 4 9 7 8 7 7
Respondent 40 8 3 2 7 5 8 9 5
Respondent 41 9 3 4 8 8 9 6 2
Respondent 42 8 3 2 8 6 8 9 4
Respondent 43 9 2 1 8 6 7 9 5
Respondent 44 9 2 3 9 7 8 9 7
Respondent 45 9 2 3 7 6 9 9 7
Respondent 46 8 1 2 9 5 8 9 4
Respondent 47 9 2 3 9 6 9 9 6
Respondent 48 9 3 6 8 2 8 9 4
Respondent 49 9 1 2 9 6 8 9 4
Respondent 50 9 3 6 9 6 9 8 8
Respondent 51 9 3 5 7 2 8 8 6
Respondent 52 9 5 4 7 1 2 5 1
Respondent 53 7 4 4 3 4 9 8 2
Respondent 54 7 2 6 5 3 7 6 4
Respondent 55 5 2 3 5 5 8 9 1
Respondent 56 4 5 6 5 4 9 8 4
Respondent 57 7 1 7 8 7 7 7 2
Respondent 58 5 3 7 7 2 8 7 2
Respondent 59 4 4 5 8 2 6 6 6
Respondent 60 8 4 9 4 5 5 5 2
Respondent 61 8 4 5 4 3 6 8 3
Respondent 62 7 5 7 7 6 6 6 5
Respondent 63 8 2 2 4 5 8 8 1
Respondent 64 5 6 4 7 4 4 5 1
Respondent 65 7 4 8 6 5 3 6 1
Respondent 66 8 2 8 3 5 7 8 4
Respondent 67 2 5 7 7 6 3 8 2
Respondent 68 6 1 5 5 2 9 7 2
Respondent 69 6 3 4 8 5 8 6 3
Respondent 70 7 2 9 8 3 9 7 4
Respondent 71 7 1 8 7 8 8 9 1
Respondent 72 6 5 3 5 4 6 9 4
Respondent 73 7 5 4 4 2 6 8 5
Respondent 74 8 5 6 6 6 7 7 4
Respondent 75 7 3 6 8 4 7 7 5
7
BMW Mercury

5.7 3.9
5 3.3
2.3 4
1.8 4.3
3.3 3.9
4.1 5.2
3.5 4.4
4.3 3.6
4.1 4.6
6.4 3.3
2.8 3.9
4.3 4.6
5.9 3.9
3.7 4.5
3.3 3.8
8.3 1.7
5.4 4.9
7.3 3.4
6.7 4

BMW Mercury

4 5
5 2
4 4
7 3
8 6
4 7
3 6
6 6
8 7
1 8
2 7
6 6
8 5
3 7
6 3
7 3
5 4
6 1
4 5
7 5
4 3
6 3
8 5
9 5
5 7
8 4
5 1
8 3
5 6
5 1
7 5
8 6
9 2
9 5
4 1
7 4
9 6
9 6
9 1
6 1
9 6
7 2
9 5
5 4
5 2
9 4
8 1
8 4
7 1
7 5
8 1
9 3
5 4
8 6
9 1
6 4
 6 5
9 6
6 1
7 4
7 4
7 3
9 2
8 1
6 4
6 2
9 6
6 5
3 1
4 5
9 1
8 2
9 5
7 4
5 3
6.586667