Matches in SemOpenAlex for { <https://semopenalex.org/work/W1534613272> ?p ?o ?g. }
- W1534613272 abstract "textabstractPerceptual maps are often used in marketing to visually study relations between two or more attributes. However, in many perceptual maps published in the recent literature it remains unclear what is being shown and how the relations between the points in the map can be interpreted or even what a point represents. The term perceptual map refers to plots obtained by a series of different techniques, such as principal component analysis, (multiple) correspondence analysis, and multidimensional scaling, each needing specific requirements for producing the map and interpreting it. Some of the major flaws of published perceptual maps are omission of reference to the techniques that produced the map, non-unit shape parameters for the map, and unclear labelling of the points. The aim of this paper is to provide clear guidelines for producing these maps so that they are indeed useful and simple aids for the reader. To facilitate this, we suggest a small set of simple icons that indicate the rules for correctly interpreting the map. We present several examples, point out flaws and show how to produce better maps." @default.
- W1534613272 created "2016-06-24" @default.
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- W1534613272 date "2010-02-25" @default.
- W1534613272 modified "2023-09-25" @default.
- W1534613272 title "Perceptual maps: the good, the bad and the ugly" @default.
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