A perceptual mapping procedure for analysis of proximity data to determine common and unique product-market structures

Traditional techniques of perceptual mapping hypothesize that products are differentiated in a common perceptual space of attributes. This paper suggests that each product is differentiated not only in a common perceptual space, but also a unique perceptual space consisting of as many dimensions as the number of products. It provides a model and estimation procedure based on alternating least squares for estimating the model parameters.