---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-250.html"
title: "Perceptual Positioning Maps"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 250
---

# Perceptual Positioning Maps

*Axes are "virtual" attribute vectors that differentiate most strongly. Their label is usually derived from the neighboring vectors.*

### Axes differentiate most strongly

Axes are **"virtual" attribute vectors** that differentiate most strongly. Their label is usually derived from the neighboring vectors.

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

![](/principles-of-survey-research/media/beer_anno5.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

Point in roughly the same direction; correlate both statistically and in content

*[Diagramm: Perceptual Positioning Maps]*

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*Slide 250 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*