---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-248.html"
title: "Perceptual Positioning Maps"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 248
---

# Perceptual Positioning Maps

*The smaller the angle between attribute vectors, the higher their pairwise correlation.*

### Relationships between attributes

The **smaller the angle** between attribute vectors, the higher their pairwise correlation.

![Perceptual map of beer brands](/principles-of-survey-research/media/beer_map.png)

![](/principles-of-survey-research/media/beer_anno3clean.png)

Budget

Premium

Strong

Light

Blue-collar

Full-bodied

Strong

Popular among men

For the special occasion

Dining out

Premium

Good value for money

Affordable

Pale

Light

Not filling

Popular among women

Equal popularity among men, strong difference among women

Equal popularity among women, difference among men

Brands popular among men tend to be strong

Right angle ⇒ popularity among men says nothing about popularity among women

*[Diagramm: Perceptual Positioning Maps]*

---

*Slide 248 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*