1. NEW PRODUCTS MANAGEMENT Merle Crawford Anthony Di Benedetto
10th Edition
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Chapter 06 Analytical Attribute Approaches: Introduction and Perceptual Mapping
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3. What are Analytical Attribute 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.
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4. 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)
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5. A Determinant Gap Map
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6. A Data Cube
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7. Obtaining Customer Perceptions
Rate each brand you are familiar with on each of the following: Disagree Agree
1. Attractive design 1…2…3…4…5
2. Stylish …2…3…4…5
3. Comfortable to wear 1…2…3…4…5
4. Fashionable …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 …2…3…4…5
9. In style …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
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8. Snake Plot of Perceptions (Three Brands)
Ratings
Aqualine
Islands
Figure 6-5
Snake Plot of Brand Ratings
Sunflare
Attributes
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9. Data Reduction Using Multivariate 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”
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10. Selecting the Number
of Factors
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11. Factor Loading Matrix
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12. Factor Scores Matrix
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, …, Multiply each of these mean ratings by the corresponding
coefficient in the factor score coefficient matrix to get Aqualine’s factor scores. For example, on
Factor 1, Aqualine’s score is (2.15 x 0.145) + (2.40 x 0.146) + (3.48 x ) + … + (3.77 x )
= Similarly, its score on Factor 2 can be calculated as All other brands’ factor scores are
calculated the same way.
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13. The AR Perceptual Map Aqualine Gap 1 Islands Molokai Splash Sunflare
Fashion
Comfort
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14. Dissimilarity Matrix
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15. The OS Perceptual Map Aqualine Molokai Islands Sunflare Splash Comfort
Fashion
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16. Comparing AR and OS Methods
Source: Adapted from Robert J. Dolan, Managing the New Product Development Process: Cases and Notes
(Reading, MA: Addison-Wesley, 1993), p. 102.
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17. 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?
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