Professional Documents
Culture Documents
MCDA
MCDA
alternatives
• Direct methods
– Asking consumers
– Focus groups
– Observation
• Indirect methods
– Projective techniques
– Perceptual mapping
• Rank-ordering scales
• Sematic-differential scales
• Likert scales
Price 20
Size 15
Warranty 15
Ease of use 35
Total 100
– Sensory discrimination
– Just-noticeable difference
• Brand
– Often used as a surrogate indicator of quality
E.g. jeans
Compensatory Motorola
Chapter 6:
Outlet Selection and Purchase