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What is Creating Perceptual Maps in R about?

This document discusses perceptual mapping using R. It begins by explaining what perceptual mapping is and its common uses. It then provides details on how to construct a perceptual map in R, including reading in data, building a function to run simple perceptual maps, and outputting a joint space map. Key steps involve principal component analysis to extract principal components from perception data and preference data, and plotting brands and attributes as vectors on the map based on these components.

Author

Abhi Kothari

Language

EN