How can Boffo and Detonka have similar level but be so far apart from each other on the map?

 What is the stress level in this map? Are you concerned about the that measure? Why or why not?

 Based on the relative positioning in the above map, do you think the cafav or alfa is the larger vehicle? What are some measures you can use to support your interpretation?

 

The PERCEPTUAL MAPPING TOOL uses multi-dimensional scaling (MDS) to display the relative positioning of brands and the ideal vehicle of a microsegment in a two-dimensional graphical space. The technique provides insight into relative vehicle positioning in the mind of a consumer microsegment, vehicle appeal to that microsegment, and potential drivers of vehicle perception. In addition, one may also use it to roughly estimate vehicle attributes based on consumers' perception of the vehicles. In this exercise, we're using the output from the PERCEPTUAL MAP. Please review the results from the study and answer the questions below: Stress: 0.18, Size (r2=0.90) H E po B A G * 2F A Defy B Efizz C Alfa D Cafav E Awesome F Alec G Boffo H Detonka I Camini J Euro