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| Author: | Steenkamp, J. E. M. Trijp, H. C. M. van |
| Title: | Task experience and validity in perceptual mapping : a comparison of two consumer-adaptive techniques |
| Journal: | International Journal of Research in Marketing
1996 : JUL, VOL. 13:3, p. 265-276 |
| Index terms: | MARKETING RESEARCH INTERVIEWING CONSUMER RESEARCH METHODOLOGY |
| Language: | eng |
| Abstract: | The successful practice of marketing research not only depends on the sophistication and validity of marketing research methods and techniques, but also on the willingness of the public to cooperate in surveys. Concern about respondents' experience with the interview has contributed to the rapid growth in popularity of consumer-adaptive data collection procedures. In this paper, two recently proposed consumer-adaptive perceptual mapping techniques, viz. adaptive perceptual mapping (APM) and unrestricted attribute-elicitation mapping (UAM) are compared on task experience, internal validity and predictive accuracy of the perceptual map. 276 consumers were surveyed by personal in-home interviewing regarding their perceptions of 15 different meat cuts. |
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