Editing Perceptual mapping (section)

== Other types of mapping ==
=== Spidergrams ===
Spidergrams are an alternative to perceptual mapping that similarly are visual marketing tools; however, spidergrams also request customers to rate attributes.<ref>{{cite book|last1=Jobber|first1=David|last2=Ellis-Chadwick|first2=Fiona|title=Principles and Practice of Marketing|date=2013|publisher=McGraw-Hill|location=Maidenhead|isbn=9780077140007|page=291|edition=7|language=English|chapter=8}}</ref>

=== Multidimensional perceptual maps ===
[[File:Multi-Dimensional Perceptual Map.gif|thumb|Example of a multi-dimensional perceptual map]]
Traditional perceptual maps are built with two visual dimensions (X- and Y-axis). Multidimensional perceptual maps are built with more dimensions visualised as profile charts in small map regions, and then items are mapped to the regions by their similarity to the vectors that represent the region. A common technique to construct this kind of multidimensional perceptual maps is the [[self-organizing map]]. This helps pinpoint more variables, allowing for more in-depth research into what influences the consumer. This means that the perceptual map can be applied beyond low-involvement purchases, and also helps with identification of segments in a market.

=== Intuitive maps ===
Perceptual maps need not come from a detailed study. There are also intuitive maps (also called judgmental maps or consensus maps) that are created by marketers based on their understanding of their industry. These are limited by not being based on consumer data.

When detailed marketing research studies are done methodological problems can arise, but at least the information is coming directly from the consumer. An assortment of statistical procedures can be used to convert the raw data collected in a survey into a perceptual map. [[Preference regression (in marketing)|Preference regression]] will produce ideal vectors. [[Multi dimensional scaling (in marketing)|Multi dimensional scaling]] will produce either ideal points or competitor positions. [[Factor analysis]], [[discriminant analysis (in marketing)|discriminant analysis]], [[cluster analysis (in marketing)|cluster analysis]] and [[logit analysis (in marketing)|logit analysis]] can also be used. Some techniques are constructed from perceived differences between products, others from perceived similarities, and still others from [[Cross elasticity of demand|cross price elasticity of demand]] data from electronic scanners.