mcs3500 a3
.pdf
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University of Guelph *
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Course
3500
Subject
Marketing
Date
Apr 3, 2024
Type
Pages
3
Uploaded by CorporalDragonflyMaster637
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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