mcs3500 a3

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School

University of Guelph *

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Course

3500

Subject

Marketing

Date

Apr 3, 2024

Type

pdf

Pages

3

Uploaded by CorporalDragonflyMaster637

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MARKETING ANALYTICS MCS 3500 ( WINTER 2022 ) Assignment 3: Data Reduction_ Brand Positioning (100 Points) Due on March (by mid - night) Perceptual m apping using all numeric features . (Q1 to Q3) Data file needed : cerealnut.csv Check the data description file (PDF) from your lecture materials folder for information on the relevant features or variables. Q 1. Name two underlying dimensions in the perceptual map that you have generated using 8 metric attributes. What variables or attributes determine each of these two dimensions ? 2 5 Q 2. Considering the perceptual map generated for Q 1, briefly interpret the map. Based on the competitive structure of the market, how do people perceive different cereal brands? 2 5 Q 3. Based on the perceptual map generated for Q 1,
c hoose two cereal brands from different quadrants, and explain the positioning strategies for each, based on their target customers. 2 5 Perceptual Mapping using Multidimensional Scaling (Q4): Used for non - metric data Data file needed : carsimilarity.csv Check the data description file (PDF) from your lecture materials folder Q 4. Generate a two - dimensional perceptual map. Name the two dimensions underlying the perceptual map and comment on the model fit. 2 5 Format : Generate R outputs and then produce your report as a Word document (by using knit function in Rmarkdown ). Add your answers or interpretations in that Word document. Your assignment should include ONLY necessary codes, outputs, and plots that are relevant to the assignment questions. Remove irrelevant codes and outputs from your report. Useful Tips: When you prepare your R markdown file, please make sure the following chunks are added in the beginning : Chunk 1: Run this chunk to knit your outputs
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