Question

Brand perceptual maps can be constructed only by asking consumers directly (i.e., via surveys) to compare and contrast brands across a set of product attributes.

(True)
(False)

Answer 1

It is false that brand perceptual maps can only be constructed by direct consumer surveys. Various methods can be used to gather information on consumer perceptions, including indirect measures, and surveys are just one way to collect data on brand comparisons.

Step-by-step explanation:

The statement that brand perceptual maps can only be constructed by asking consumers directly to compare and contrast brands across a set of product attributes is false. There are multiple methods for constructing perceptual maps, such as using market data, social media sentiment analysis, or other indirect measures that capture consumer perceptions.

Surveys are a common direct method that involves self-reporting from individuals, and while they can gather large amounts of information quickly, they rely on honest responses and the data obtained is typically less deep compared to more comprehensive methods such as case studies. An example of using surveys is when a new laundry detergent is tested among consumers to determine their preference over a leading competitor.

Perceptual maps can also incorporate elements that are intangible, such as brand reputation or customer service. These aspects play a role in product differentiation, which may occur in the minds of buyers and may be shaped by factors such as advertising.