Segmentation and positioning research - Quantitative approaches to positioning research
3 important questions on Segmentation and positioning research - Quantitative approaches to positioning research
What is the goal of quantitative positioning research?
Consider positioning relative to the positioning of major competitors and relative to the desires, wants, and needs of target customer segments.
Explain attribute profiling methods
Under this approach, the dimensions that respondents use to differentiate and choose between alternative offerings are included in a survey and presented as semantic scales for respondents to give their views on.
Explain multidimensional positioning analysis
Look at a number of dimensions simultaneously, rather than separately, in an attempt to reflect more closely the way in which customers view the market.
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