Using the data. Based on the combination of the 16 subjective attribute vectors, describe the constitution of the two dimensions, which of the 16 subjective attribute vectors that impact a dimension positively or negatively.

 

Perceptual Map:

 

Coordinates:

	Dimension I	Dimension II
Value	-0.343	0.150
Monitor	-0.809	-0.200
Memory	-0.722	0.684
Data_Entry	0.211	0.317
Stylishness	-0.917	0.086
Light_weight	0.283	-0.927
Internet	-0.947	0.321
Multimedia	-0.996	0.061
Sturdiness	-0.368	-0.813
Connectivity	0.469	0.807
Software	-0.789	0.475
ThirdPartySW	0.429	-0.745
Functionality	-0.524	-0.422
Expandability	-0.761	-0.489
Ease_of_Use	-0.636	-0.743
Preference	-0.195	0.952

 

2. Assuming the Connector new product was yet to be available, identify and describe the opportunity space based on the perceptual map. 

Dimension II (21%) 1.0- 0.5- Internet Memory Software HP Jornada Casio Cassuioei Stylishness Multimedia 0.0- -0.5- -1.0- Monitor Preference Value Compaq Rac Connectivity Data Entry Pa VII Connector Visor_Prism PalmV Expandability Functionality Sony_CLIE Ease_of_Use Sturdiness ThirdPartySW Light weight -1.0 -0.5 0.0 0.5 1.0 Dimension I (47%)