The fi le countries.xls (see Figure 38-20) gives the average ratings 18 students gave when asked to
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The fi le countries.xls (see Figure 38-20) gives the average ratings 18 students gave when asked to rank the similarity of 11 countries on a 9-point scale
(9 = highly similar and 1 = highly dissimilar). For example, the United States was viewed as most similar to Japan and least similar to the Congo. Develop a two-dimensional perceptual map and interpret the two dimensions.
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Marketing Analytics: Data-Driven Techniques With Microsoft Excel
ISBN: 216520
1st Edition
Authors: Wayne L Winston
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