Generating Perceptual Maps from Social Media Data Case Solution
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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