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Appendix 3
The details in Appendix 2 have inspired a new way of working with per-
ceptual maps. In Appendix 2, the general comparison of companies utilized
ratios. The ratios allowed for the comparison of one or more companies to
a baseline, such as a reference company. In those examples, we compared
two companies by dividing the ratings of the companies, specifically our
company divided by the comparison or competitive company. In this discus-
sion, we illustrate an analysis that uses an absolute scoring convention (i.e.,
no ratios). The final results will be mapped onto what is referred to as the
2-D weighted perceptual map.
As detailed in Ap ...