prefmaps mca ts analysis.ppsx
DESCRIPTION
PREFERENCE MAPSTRANSCRIPT
PRODUCT MANAGEMENT
PROF. ABHILASH PONNAM
[email protected], Office: C004
Mob: 8143344893
FOR CONSUMPTION OF SEC C OF PRODUCT MANAGEMENT ONLY. DO NOT DISTRIBUTE.
Preference Maps
• Explore and understand the structure and tendencies of consumer preferences
• To understand the market and reveal its segmentation
• To benchmark your products and compare them to your competitors
RANKS
Multiple Correspondence analysisMaps that portray similarities and differences between a
category and within categories
To find out perception of brands vis-à-vis their attributes
To find out factors contributing to selection of particular product/brand.
Product testing,
Segmentation analysis
Multiple Corrospondence Analysis is analogus to Principal Component Analysis for Nominal Data.
Time Series Analysis
TS Options
• Simple: No trend (alpha)• Holt: Accounts for trend but not seasonal
effects (gamma)• Winters: Accounts for trend and seasonal
effects (delta)
