BUS 450 Lecture Notes - Lecture 5: Factor Analysis, Cluster Analysis, Linear Discriminant Analysis
9 Oct 2017
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Document Summary
Concept generation is a creative tasks, so great liberty has been taken with definitions in its activity. Theoretically, the three basic types of attributes occur in sequence. A feature permits a certain function, which in turn leads to a benefit. The common quantitative technique is perceptual gap analysis. Gap analysis: gap analysis is a statistical technique with immense power under certain circumstances. They can be either two or three dimensional. The scoring in these maps is arbitrary and subject to managerial error. A determinant gap maps are a good place to start. Attributes used in gap analysis should normally be differentiating and important. Attributes that both differentiate and are important are called determinant attribute. Determinant maps are speedy and cost-efficient, but have the weakness of being driven by only managerial judgement. Determinant maps are based on reality as viewed by the new products manager. Perceptual gap maps based on attribute rating (ar)
