Generating Perceptual Maps from Social Media Data Harvard Case Solution & Analysis

Firms have long struggled to get an idea of the consumer’s feelings about the merchandises and brands in real time. Perceptual maps are commonly exploited to assist in visualizing a product’s relationship to other goods in the competitive arena, but the data referenced to build perceptual maps is incomplete or often expensive to obtain.

This case scenario familiarizes students to a brand-new tool that aggregates social media and mines to support the development of more meaningful perceptual maps.

PUBLICATION DATE: August 26, 2014 PRODUCT #: CU136-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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