Perceptual Map of Selected Peaks

1
Perceptual Map of Selected Peaks

• Presented by
• Hugh Grant
• For
• Dr. Lammers
• MKT 346, Fall 2003
• T. Th. 930 AM Class
• 11/20/2003

2
What Are My Friends Perceptions About The Peaks
I Want To Climb?

• Mt. Shasta, California
• Altitude 14,162
• Mt. Rainier, Washington
• Altitude 14,410
• Mt. Whitney, California
• Altitude 14,494 Feet
• Mt. McKinley, Alaska
• Altitude 20,320 Feet
• Mt. Everest, Nepal
• Altitude 29,035 Feet

3
Respondents Similarity Judgments

• This data is from the survey that requested my
  friend rate, on a scale of 1 10, the similarity
  between two peaks. (With 1 being very similar
  and 10 being very dissimilar)

4
Goodness of Fit

• The stress value for this data is 0.02
• Excellent (almost perfect) goodness of fit
• Can accept the two-dimensional solution as
  adequately capturing my friends similarity
  judgments

5
Multidimensional Scaling Map of Similarity
Judgments
6
Perceptions

• Mt. Rainier has a much lower altitude then the
  other peaks
• Adverse to climbing Mt. Shasta
• Mt. Everest, Mt. McKinley, and Mt. Whitney are
  similar in altitude

7
References

• Churchill, G. Iacobucci, D. (2002) Marketing
  Research Methodological Foundations
  (8th ed.). United States South-Western
• americasroof.com
• www.mnteverest.net