Editing Perceptual mapping (section)

=== 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.