13 Danish magazines are looked at as branded goods with perceptions and images that can be measured among the consumers. They are competitors, although the editorial content varies between women- family- and TV-magazines. Can these magazines be positioned along some dimensions in the same perceptual map? In 1986 AIM conducted interviews, based on associative question technique and correspondence analysis, the media profiles on 10 editorial attributes were plotted in one perceptual map.
This paper discusses the measurement of perception and motivation, concentrating on two techniques used for this measurement task. Factor analysis has traditionally been used for the measurement of perception and motivation, while correspondence analysis has become increasingly popular in recent years. This paper contrasts the implications of using these techniques, using case studies to illustrate their strengths and weaknesses. In addition to the discussion on the measurement of perception and motivation, the paper addresses the problem of identification of submarkets within markets. The identification of these sub-markets and the analytical implications thereof are fully discussed, again using correspondence analysis and factor analysis to support the discussion.