Some practical guidelines for selecting an appropriate perceptual mapping technique

Author: Dhruba Gupta


This paper addresses some of the issues pertinent to the mapping process with the aim of simplifying the choice of alternatives. A number of commonly used and recently developed mapping methods are systematically compared by partitioning the mapping process into its individual components to examine which (if any) have the largest effect and which have relatively no effect on the map obtained. Results of the comparative analysis, in conjunction with evidence from related research, are then used to suggest some practical guidelines to assist in the selection of appropriate mapping techniques.

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