New Products Management - CHAPTER 6 ANALYTICAL ATTRIBUTE APPROACHES: INTRODUCTION AND PERCEPTUAL MAPPING potx

CHAPTER 6 CHAPTER 6 ANALYTICAL ATTRIBUTE APPROACHES: ANALYTICAL ATTRIBUTE APPROACHES: INTRODUCTION AND PERCEPTUAL INTRODUCTION AND PERCEPTUAL MAPPING MAPPING McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. What are Analytical Attribute What are Analytical Attribute Techniques? Techniques?  Basic idea: products are made up of attributes a future product change must involve one or more of these attributes.  Three types of attributes: features, functions, benefits.  Theoretical sequence: feature permits a function which provides a benefit . Gap Analysis Gap Analysis  Determinant gap map (produced from managerial input/judgment on products)  AR perceptual gap map (based on attribute ratings by customers)  OS perceptual map (based on overall similarities ratings by customers) A Determinant Gap Map A Determinant Gap Map Figure 6.2 1 2 3 Options X Ideal 1 2 3 Options X Ideal 1 1 2 2 . . . . . . . . . . . . . . 15 15 Attributes Attributes R e s p o n d e n t s R e s p o n d e n t s 1 1 2 2 . . . . 700 700 . . A Data Cube A Data Cube Figure 6.3 Rate each brand you are familiar with on each of the following: Disagree Agree 1. Attractive design 1 2 3 4 5 2. Stylish 1 2 3 4 5 3. Comfortable to wear 1 2 3 4 5 4. Fashionable 1 2 3 4 5 5. I feel good when I wear it 1 2 3 4 5 6. Is ideal for swimming 1 2 3 4 5 7. Looks like a designer label 1 2 3 4 5 8. Easy to swim in 1 2 3 4 5 9. In style 1 2 3 4 5 10. Great appearance 1 2 3 4 5 11. Comfortable to swim in 1 2 3 4 5 12. This is a desirable label 1 2 3 4 5 13. Gives me the look I like 1 2 3 4 5 14. I like the colors it comes in 1 2 3 4 5 15. Is functional for swimming 1 2 3 4 5 Obtaining Customer Perceptions Obtaining Customer Perceptions Figure 6.4 Snake Plot of Perceptions Snake Plot of Perceptions (Three Brands) (Three Brands) Aqualine Islands Sunflare Attributes Ratings Figure 6.5 Data Reduction Using Multivariate Data Reduction Using Multivariate Analysis Analysis  Factor Analysis  Reduces the original number of attributes to a smaller number of factors, each containing a set of attributes that “hang together”  Cluster Analysis  Reduces the original number of respondents to a smaller number of clusters based on their benefits sought, as revealed by their “ideal brand” Factor Eigenvalue Percent Variance Explained 1 6.04 40.3 2 3.34 22.3 3 0.88 5.9 4 0.74 4.9 5 0.62 4.2 6 0.54 3.6 7 0.52 3.5 8 0.44 3.0 9 0.40 2.7 No. of Factors Percent Variance Explained The Scree Selecting the Number of Factors Selecting the Number of Factors Figure 6.6 Attribute Factor 1 “Fashion” Factor 2 “Comfort” 1. Attractive design .796 .061 2. Stylish .791 .029 3. Comfortable to wear .108 .782 4. Fashionable .803 .077 5. I feel good when I wear it .039 .729 6. Is ideal for swimming .102 .833 7. Looks like a designer label .754 .059 8. Easy to swim in .093 .793 9. In style .762 .123 10. Great appearance .758 .208 11. Comfortable to swim in .043 .756 12. This is a desirable label .807 .082 13. Gives me the look I like .810 .055 14. I like the colors it comes in .800 .061 15. Is functional for swimming .106 .798 Factor Loading Matrix Factor Loading Matrix Figure 6.7 [...]... swimming Figure 6. 8 Factor 1 - Fashion” 0.145 0.1 46 -0 .018 0.1 46 -0 .028 -0 .021 0.138 0.131 -0 .021 0.1 46 -0 .029 0.1 46 0.148 0.1 46 -0 .019 Factor 2 - Comfort” -0 .022 -0 .030 0.213 -0 .017 0.201 0.227 -0 .020 0.2 16 -0 .003 0.021 0.208 -0 .0 16 -0 .024 -0 .022 0.217 Sample calculation of factor scores: From the snake plot, the mean ratings of Aqualine on Attributes 1 through 15 are 2.15, 2.40, 3.48, …, 3.77 Multiply... 0.145) + (2.40 x 0.1 46) + (3.48 x -0 .018) + … + (3.77 x -0 .019) = 2.48 Similarly, its score on Factor 2 can be calculated as 4. 36 All other brands’ factor scores are calculated the same way Comfort The AR Perceptual Map Figure 6. 9 Aqualin e Islands Gap 1 Molokai Fashion Splash Sunflare Gap 2 Dissimilarity Matrix Figure 6. 10 Aqualine Islands Sunflare Molokai Splash Aqualine X Islands 3 X Sunflare 9... Splash Aqualine X Islands 3 X Sunflare 9 8 X Molokai 5 3 5 X Splash 7 4 7 6 X The OS Perceptual Map Figure 6. 11 or mf Co Aqualine t Islands Molokai Fashion Splash Sunflare Comparing AR and OS Methods Figure 6. 12 AR Methods OS Methods Input Required Brand ratings on specific attributes Overall similarity ratings Attributes must be pre-specified Respondent uses own judgment of similarity Analytic Procedures... Matrix Attribute 1 Attractive design 2 Stylish 3 Comfortable to wear 4 Fashionable 5 I feel good when I wear it 6 Is ideal for swimming 7 Looks like a designer label 8 Easy to swim in 9 In style 10 Great appearance 11 Comfortable to swim in 12 This is a desirable label 13 Gives me the look I like 14 I like the colors it comes in 15 Is functional for swimming Figure 6. 8 Factor 1 - Fashion” 0.145 0.1 46 -0 .018... obtained through follow-up analysis or must (factors) be interpreted by the researcher Where Used Situations where attributes are easily articulated or Situations where it may be difficult for the visualized respondent to articulate or visualize attributes Source: Adapted from Robert J Dolan, Managing the New Product Development Process: Cases and Notes (Reading, MA: Addison-Wesley, 1993), p 102 Failures... Addison-Wesley, 1993), p 102 Failures of Gap Analysis  Input comes from questions on how brands differ (nuances ignored)  Brands considered as sets of attributes; totalities, interrelationships overlooked; also creations requiring a conceptual leap  Analysis and mapping may be history by the time data are gathered and analyzed  Acceptance of findings by persons turned off by mathematical calculations? . CHAPTER 6 CHAPTER 6 ANALYTICAL ATTRIBUTE APPROACHES: ANALYTICAL ATTRIBUTE APPROACHES: INTRODUCTION AND PERCEPTUAL INTRODUCTION AND PERCEPTUAL MAPPING MAPPING McGraw-Hill/Irwin Copyright. MAPPING MAPPING McGraw-Hill/Irwin Copyright ©20 06 The McGraw-Hill Companies, Inc. All right reserved. What are Analytical Attribute What are Analytical Attribute Techniques? Techniques?  Basic idea: products are made up of attributes. Matrix Figure 6. 7 Attribute Factor 1 “Fashion” Factor 2 “Comfort” 1. Attractive design 0.145 -0 .022 2. Stylish 0.1 46 -0 .030 3. Comfortable to wear -0 .018 0.213 4. Fashionable 0.1 46 -0 .017 5. I