Gary wants to create a perceptual map for positioning using the attribute$-$based approach. He comes to you for advice as to how he should get started on this. What is the first step you would advise Gary to undertake?

A Determine the specific questions to be used for the two types of ratings $(1)$ how does our company rate

B on a number of attributes, and $(2)$ how important are each of these attributes.

c Determine how similar pairs of two attributes are

D

Plot the attributes in a two$-$dimensional space