Chapter 5 - Positioning Using Discriminant Analysis

Chapter 5 of Market Structure Analysis The chapter proposes the use of discriminant analysis to product/service attribute ratings in an effort to establish the perceptual space for products of a given type. The approach uses input data exactly the same as factor analysis, and applies the technique to the same data in chapter four. The goal is to establish the need for market planners to differentiate between perceptual and preference positioning maps and to know what each is based on.