The goals of this thesis are to provide a comparison of methods used for positioning research and their uses. The methods compared are conjoint analysis, multidimensional scaling, perceptual maps and semantic differential. These are applied on the compact camera market. The research focuses on consumer preferences in this market. Specifically on the importance of various features and attributes on their decisions. These pieces of information are then interpreted for example in the context of the... show full abstractThe goals of this thesis are to provide a comparison of methods used for positioning research and their uses. The methods compared are conjoint analysis, multidimensional scaling, perceptual maps and semantic differential. These are applied on the compact camera market. The research focuses on consumer preferences in this market. Specifically on the importance of various features and attributes on their decisions. These pieces of information are then interpreted for example in the context of the consumers' gender or their level of interest in photography. Based on the results of this research the thesis provides a comparison of used methods. Theoretical part then provides readers with a comprehensive overview of positioning theory, its role in strategic marketing process and explains the principles of research methods used in this thesis. |